MasterCard roles out 'Together Wherever' campaign

MasterCard is rolling out an integrated marketing campaign worth over US$1 million to promote its Middle East-wide “Together Wherever” competition, which includes the first localised version of its award wining ‘priceless’ TV commercial.

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By  Tim Addington Published  June 15, 2005

MasterCard is rolling out an integrated marketing campaign worth over US$1 million to promote its Middle East-wide “Together Wherever” competition, which includes the first localised version of its award wining ‘priceless’ TV commercial. The credit card company is giving away over US$270,000 in prizes during the three and half month travel promotion. MasterCard cardholders are automatically entered into the draw to win cash prizes, when they use their credit, debit, Maestro or MasterCard Electronic cards. The 360-degree advertising campaign will include messages printed on bank statements, promotional leaflets and signs in banks, radio ads, in-flight magazines and bridge banners. The television commercial called “The Airport”, is the first time MasterCard has localised the advert, which has so far been shown in 96 countries and dubbed into 147 languages. MarsterCard have created five version for the region; English; classical Arabic; Egyptian Arabic; French and Hindi; reflecting the different languages used across the Middle East, North Africa and Pakistan. A 12-second promotional tag, detailing the “Together Wherever” competition has been added to the existing commercial, which will be shown on Pan-Arab satellite networks. The campaign, which started on June 7, will run until September 30 when the promotion ends. “This is the first time that the ‘priceless’ TV commercial has been used in the region. It shows a typical Arab businessman who travels a lot, but has one very important meeting to make with his family,” said Karen Hargreaves, director marketing at MasterCard International, Middle East and North Africa. “Holidays, travel and leisure are important aspects of our cardholders’ lifestyle. We hope that those MasterCard cardholders lucky enough to win, use the prize money to fulfill a dream and take a trip of a lifetime.”

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