Objective

The 2008 Summer Olympic Games was a major international multisport event that took place in Beijing, China, from August 8- 24, 2008. MasterCard Worldwide wanted to capitalize on the event for greater brand exposure.

Strategy

Frommer’s Unlimited provided MasterCard with a customized 24-pp booklet, Priceless China, highlighting the best sightseeing, lodging, dining, shopping and nightlife options in Beijing, Xi’an, Chengde, Shanghai, Hangzhou and Suzhou.

The booklets were distributed by MasterCard Ambassadors on Segways outside the Bird’s Nest, the Swimming Cube, as well as major tourist attractions, select four- and five-star hotels, popular bars and restaurants in Shanghai and Beijing.

The booklet was translated into Japanese and both versions were available for download from MasterCard’s website.

Results

The campaign resulted in greater brand awareness for MasterCard. Tourists approached MasterCard Ambassadors to request copies of the brochure.

Mr. Willie Fung, Executive Vice President & General Manager - Greater China, MasterCard Worldwide, said in the introduction of Priceless China: “As a key player in the travel industry, MasterCard is pleased to be working with popular guidebook publisher Frommer’s to bring to you Priceless China, showcasing some of the best that China has to offer. This builds upon our commitment to the travel industry and to helping consumers enjoy priceless experiences when they travel.

“In 1986, the first credit card in China—a MasterCard card—was launched, and MasterCard set up its first office in China in 1988. Today, we continue to provide our cardholders with exclusive travel privileges through our collaboration with key players in travel, retail, fine dining and entertainment. We are widely accepted and our extensive collaborations in China offer cardholders traveling to this beautiful land many privileges, exclusive benefits and the convenience of cashless payments across a range of merchants. Once again, let me say that we are glad to be working with Frommer’s to provide you with all you need to enjoy a priceless vacation ahead.”

The tagline for the Olympic Games was “One World, One Dream,” and for MasterCard it was a dream realized.