Skift Take

Getting your region in a world-wide marketing campaign? Priceless.

MasterCard has announced the official launch of its Priceless Arabia campaign, which brings the global Priceless Cities program to the MENA region for the first time.

Dedicated to bringing consumers closer to their passions, the campaign recognizes and celebrates the entire region, thus building on the global destinations strategy for the first time since its inception in 2011.

Travel, attractions, sports, dining, shopping and entertainment are at the heart of the campaign, and cardholders can avail exclusive offers and experiences in Saudi Arabia, the UAE, Qatar, Egypt, Jordan, Oman, Lebanon, Morocco, Kuwait and Bahrain.

“With its rich cultural heritage and booming tourism and travel sector, the Middle East is the ideal market to introduce our latest Priceless Cities campaign, which stresses the importance of memorable experiences rather than material things,” said Raghu Malhotra, division president, MENA, MasterCard.

“The Arab region shares many commonalities among its diverse population with its common language, cultural similarities and high interregional travel habits. It is these similarities that inspired us to develop MasterCard’s first ever region-wide Priceless Arabia campaign as a natural evolution of the global Priceless Cities program that we have launched in other markets,” he added.

Eslam Darwish, head of marketing, MEA, MasterCard, said: “We are delighted to introduce the Priceless Cities platform to our regional consumers, whose loyalty and engagement were the main motivation behind our initiative.

This rollout demonstrates our continuous efforts to align ourselves with local audiences, and showcases our strong support to one of the world’s most iconic regions.”

Priceless Arabia is part of MasterCard’s Priceless Cities platform, which was initiated in New York City in July 2011.

This campaign will be extended to the African region with the objective of eventually connecting “priceless” consumer experiences across the globe.

Tags: money, saudi arabia