MasterCard
Integrated China Marketing Campaign
One of the first international brands to enter China over 20 years ago, MasterCard engaged Jack Morton to help build its brand in this crucial market. Our year-long campaign commenced when MasterCard won the naming rights for Beijing’s iconic Wukesong Arena (now known as the MasterCard Centre). This key venue for China’s rapidly growing sports and entertainment industry allowed MasterCard a platform to show its long-term commitment to China, as well as generating awareness of MasterCard's brand and services.
MasterCard tasked us—as part of an integrated marketing team with sister agencies Weber Shandwick and Octagon—with helping to bring the brand to life, and creating an emotional connection with customers, business partners and channels. Our integrated campaign has included live experiences, sponsorship activations, as well as digital and traditional media.
Among the touch points executed to date: the arena launch, which generated massive media coverage and social media buzz of a truly “priceless” moment for MasterCard; and a gala evening event that created an emotional connection with C-level business partners and influencers.