impressions

Mastercard and The New York Pass

Destination marketing partnership.

Challenge:

Increase Mastercard card usage and gain visibility in New York City.

Opportunity:

London Pass, a smart card product that gives consumers discounts and front-of-the-line access to attractions all over London, was being introduced in New York. Called the New York Pass, it was accepted at more than 40 attractions in and around the city. Impressions brought the concept of sponsorship to Mastercard as a way to increase its presence and share in the travel and entertainment market.

Implementation:

Impressions developed and negotiated the B2B partnership between Mastercard and New York Pass. Smart-card readers were installed at all participating New York Pass merchant establishments, and those who used a Mastercard to buy New York Pass cards got a "free day in New York" for each two-day card purchased. Impressions executed all marketing and advertising initiatives associated with this introductory promotion including magazine and newspaper advertising and a 40-foot billboard in Times Square.

Results:

45% of all telephone and Internet sales of New York Pass were completed with a Mastercard — up 100% from an average of 22% for general Mastercard purchases.