MasterCard: Priceless Cities

Driving Travel Engagement and Conversion Through Social-Powered Experiences

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Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston

The Problem

Mastercard needed to increase travel-related engagement, conversion, and card usage in a competitive payments market.

The Solution

• Built a digital-first experiential platform connecting social identity with real-world rewards
• Reduced friction to travel consideration through virtual city exploration
• Converted intent through exclusive, brand-gated travel incentives and rewards
• Scaled participation via social sharing mechanics and earned media amplification

The Result

• +18% Brand Awareness (U.S.)
• +10% Conversion and Sales
• -9% CPA
• High-volume participation driven by social amplification

The Impact

Turned social engagement into measurable revenue-driving behavior, positioning Mastercard as both a digital engagement leader and a driver of real-world consumer spending.

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