MasterCard V&A Waterfront Mall Activation

THE FOODIE PARADISE NEW YORK CITY

To drive card usage in the quieter winter period and to encourage sign-ups to the Priceless Africa rewards programme, MasterCard ran a competition in partnership with the V&A Waterfront where the customer stood a chance to win a trip for 2 to the foodie paradise, New York City. By paying for any purchase at the V&A Waterfront with their MasterCard card, they could win instant cash prizes and enter the draw. The winner of the grand prize would would have the opportunity to savour some of the world’s best wine and food at the Food Network Wine and Food Festival in New York. The communication campaign and promotion concept was inspired by New York City’s bustling street food scene and employed retro iconography and bold colour to create a buzz in the centre.