MasterCard rebuilds Priceless sponsorship programs

This event report details how MasterCard, the payments group, is transforming its "Priceless" marketing efforts in the sponsorship space.

MasterCard rebuilds Priceless sponsorship programs

Geoffrey PrecourtWarc

Since 1997, MasterCard has expanded and enhanced its "Priceless" marketing efforts, most recently with a "Priceless Engine" and a delineation of four "Priceless" subsets, in the form of "Cities", "Causes", "Surprises" and "Specials".

According to Raja Rajamannar, the payments company's Chief Marketing and Communications Officer, the change has been necessary to keep up with its target audience: "If you look at the new consumers who are going to be critical for tomorrow … roughly one third of the total world's population is millennials.

"By 2020, they...

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