New MasterCard Travel Platform on Priceless.com Provides Unique Travel Offers and Experiences to Cardholders
Priceless.com/Travel Meets Consumer Demand for Exciting Domestic Travel Adventures
MasterCard Worldwide announced today the launch of a new online domestic-focused travel platform. Cardholders planning their next vacation getaway can find compelling travel offers – all in one place – at priceless.com/travel. These exclusive offers for MasterCard cardholders focus on five of the most popular travel destinations in the United States: California, Hawaii, Florida, Nevada and New York.
Developing a travel program that drives its audience to the web reflects consumer behavior and industry trends. According to Jupiter Research, 55 million American households will be planning and booking their travel online by 2011. The travel industry is continually shifting distribution online – the most cost-effective channel – which makes travel more accessible and affordable to consumers. Priceless.com/travel features off-the-beaten-path experiences, content and great offers that drive to merchant partners for booking.
“Travel plays an exciting role in Americans’ lives and now with priceless.com/travel, MasterCard can further enhance the travel experiences of its cardholders,” said Amy Fuller, Group Executive, Americas Marketing, MasterCard Worldwide. “With our strong merchant relationships, MasterCard has made priceless.com a valuable travel resource that offers exclusive deals on unique and adventurous experiences.”
The content on priceless.com/travel is organized by the five popular states. Cardholders will find discounts, tips and ideas to help them plan their next trip and get on their way to a variety of activities, including:
* Relaxing at world-class spa in a Las Vegas hotel & casino
* Biking down a volcano in Hawaii’s Haleakala National Park
* Wine tasting in Sonoma County, California
* Dolphin Watching off the coast of Naples, Florida
* A Broadway Blitz in New York City, taking in several shows in just a few days
According to the Adventure Travel Trade Association, adventure travel is the fastest growing segment of the leisure travel industry. US travelers increasingly seek adventure – from mountain climbing to mountain biking – because these experiences make a vacation more memorable and meaningful.
With adventure travel on the rise, the 30-second priceless TV commercial that supports the campaign rightfully captures travelers’ sentiments. Titled “Safe,” the TV spot features three engaging vignettes – each showcasing an adventure travel scene with a memorable mishap. The supers, through a unique interaction, come to the rescue in each vignette adding humor to the situation.
In addition to the TV, MasterCard is supporting this new platform through an integrated campaign that includes print, online and out-of-home advertising.
Creative for the MasterCard Priceless campaign is driven by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Robert Frost, SVP, Senior Creative Director and Michele Raso, SVP, Creative Director.
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