MUMBAI: There are certain experiences that money cannot buy and Mastercard truly believes that. With a Mastercard credit card, consumers can book enticing offers and life experiences through the Priceless programme. From a ballet session to experiencing fine dining with your favourite chef, Mastercard provides accessibility to unique experiences that cannot be found elsewhere, hence the name Priceless.
On the launch of Priceless Cities in South Asia for Colombo, Mastercard vice president & head, marketing & communications South Asia Manasi Narasimhan speaking exclusively to indiantelevision.com said, “There is enough resource worldwide to show that consumers value great experiences like a moment spent with their loved ones and time pursuing their passion. These are the things that money can’t buy so, therefore, our entire grand campaign has been built on the concept of priceless. We give the exclusivity to people who are passionate about it and who will absolutely love talking about it and will cherish it for a lifetime.”
Introduced for the first time in New York in the year 2011, the program rejoices by connecting consumers’ passions to derive unique experiences, privileged access, and attractive programs. It has been planned in such a way that consumers feel closer to their passions like sports, dining, shopping, arts and entertainment through once in a lifetime experience and exclusive access in more than 40 places.
While commenting about the marketing strategy of the program, Narasimhan said, “Being a global network, Mastercard wants to popularise it not just in one country or market but throughout the world. Now that we are launching Priceless Srilanka, we send circulars directly through digital marketing agencies. Banks play a major role in our sector so I want banks across the world to recognise the value that these experiences provide to high-end cardholders. In India, cardholders are travelling like never before, and they want to have local experiences so when they go with this kind of bank they are more than happy to share details with their cardholder base and that is how we end up promoting it.”
Customer experiences have now become a top priority for brands and businesses this year will be no different. Customers no longer base their loyalty on price or product. Instead, they stay loyal to companies due to the experience they receive. A survey conducted by Walker Study stated that by the end of 2020, 86 per cent of buyers will pay more for better experiences.
More than a campaign Narasimhan views this as a property that she is proud to launch for the first time in Sri Lanka. Commenting on the same she said, “It is more about telling consumers that Mastercard really values you and understands your passion. Some of the things that they have are spectacular Wildlife sanctuary where you can go with the forest rangers and experience the wildlife and have a lifetime photography session.”
