The concept of "priceless experience" is making advances and has been extended into new arenas: places with magnificent scenes, super fun playgrounds for kids and exclusively "just-for-you" destinations. All of these attractions are offers of MasterCard's "Priceless City" program launched this year. The program allows MasterCard cardholders living in or visiting metropolises around the world to enjoy exclusive privileges and offers and unique experiences like never before.

　　Hailed supreme for its "priceless" promise, MasterCard believes in delivering life experiences beyond the materialistic realm. And, as of now, MasterCard cardholders are entitled to city experiences more "priceless". The program seeks to provide affluent MasterCard cardholders with unique opportunities to enjoy their favorite activities in areas such as travelling, sports, shopping, culinary pleasures, arts or entertainment. Partnering with international, regional and local institutes in those areas, MasterCard is able to find the most impressive offers in different cities for giving affluent cardholders "priceless" life experiences. The program has seen MasterCard advanced from being a provider of "priceless" moments to one who endows "priceless" experiences.

　　MasterCard will promote its "Priceless City" program in metropolises worldwide. Apart from being the home of more than a million MasterCard cardholders, New York City is also where the affluent and elites gather, so what better place is there to launch the program.

　　On 11 July 2011, New York City was named the first "Priceless City" of MasterCard, a testament to MasterCard's "priceless" promise and ever better brand commitment. MasterCard will present cardholders living in or visiting the city exclusive privileges and special activity offers to guarantee that their stays are filled with "priceless" elements. We firmly believe affluent cardholders will appreciate our efforts to bring more "priceless experiences" into their lives.

　　To celebrate the program debut on 14 July, MasterCard hosted a magnificent array of activities at Times Square in New York City. Participating MasterCard cardholders and consumers met Yankee star player Joba Chamberlain and practised hitting with a former pitcher of the baseball team. They also tasted the signature tacos prepared by world-famous chef Aaron Sanchez, and enjoyed jazz music at the Lincoln Center for the Performing Arts and exhibitions at the New York Botanical Garden. Bringing joyful moments and classic pleasures New York City has to offer to MasterCard cardholders is an important purpose of the "Priceless City" initiative.

　　In August, MasterCard, in association with Facebook, placed 20 seats from the Yankee Stadium with its logo at different iconic locations in New York City, such as the New York Stock Exchange and Murray's Bagels, etc. Yankee fans who found the seat could scan the QR code on it and register on Facebook for an opportunity to win tickets to the 2011 Yankee games.

　　"Priceless City" will be supported by an integrated marketing communication platform comprising the printed media, television and digital media, which can assure high awareness of the program and active participation among cardholders. On the digital platform, consumers may also share their views and feedbacks on the different activities and see how others rated the activities and read their comments. MasterCard will also promote its "Priceless City" activities via its accounts on Facebook and Twitter.

　　A concept that knows no boundary, "Priceless City" has been traveled to London. Then, in the last quarter of the year, it will reach Toronto, Sidney, Miami, Singapore and Buenos Aires. And, China will see the program arrive in the near future. MasterCard will promote its promise of "priceless experiences" through a series of services designed around major themes including travelling, shopping, dining, culture and entertainment.