Nine-in-ten Torontonians wouldn't describe their city as Priceless, but
MasterCard is about to change all that
TORONTO, Nov. 7, 2011 /CNW/ - Think you know this great city of ours?
According to a new poll by MasterCard Canada, Torontonians think their
city has a lot to offer including "must see" attractions (82%), a
vibrant art scene (87%), a passionate sports culture (80%), good
shopping (87%) and great restaurants (92%). But, nine-in-ten wouldn't
go so far as to describe Toronto as Priceless. Well, that's all about
to change, as MasterCard Canada launches Priceless Toronto.
Priceless Toronto is part of the global Priceless Cities program from
MasterCard Worldwide. This new program offers cardholders opportunities
to enjoy the things they're most passionate about, whether it's
culinary, sports, music & entertainment, shopping, travel, or arts &
"Priceless Cities is an extension of MasterCard's iconic 'Priceless'
brand and we think it's a natural evolution that MasterCard is now
offering its cardholders priceless moments and experiences," said
Lilian Tomovich, Head of Marketing for MasterCard Canada. "As
Torontonians, we know our city is one of the best in the world, and
we're excited that MasterCard selected Toronto to launch Priceless
Cities in Canada."
Other Priceless Cities launched this year include New York and London,
with additional markets to be added in 2012.
What Torontonians Want
Torontonians have been waiting for a program like this one. According to
MasterCard's research, seven-in-ten Torontonians say they want to know
their city better, while almost six-in-ten suggest they don't know
where to look for unique entertainment experiences. MasterCard is now
offering its cardholders access to exclusive experiences and the
opportunity to be treated like VIPs, experiences three quarters of
Torontonians say they're yearning for.
These experiences are not only for cardholders. Each experience has been
designed to be shared with the people they love, and eight-in-ten
Torontonians agree this makes exploring the city more enjoyable.
Unlocking Toronto's Potential
To launch the new program MasterCard Canada has set up a gigantic vault
at Maple Leaf Square located at 15 York Street. The vault, which has
generated lots of buzz, will open at noon today and Torontonians are
invited to find out what's inside #unlockTO.
"MasterCard is rolling out this initiative to cardholders who live in,
and travel to, the greatest cities around the globe," said Tomovich.
"By offering MasterCard cardholders extraordinary experiences, the new
program is meant to drive preference and affection for the MasterCard
brand, making MasterCard the top of wallet choice, while also bringing
a little more priceless to lives of its cardholders."
Still not sure that Toronto is Priceless? Visit the Priceless Toronto
website at www.mastercard.ca/pricelesstoronto to learn more about the extraordinary experiences, exclusive offers and
privileged access now available only to MasterCard cardholders.
MasterCard (NYSE: MA) is a global payments and technology company. It
operates the world's fastest payments processing network, connecting
consumers, financial institutions, merchants, governments and
businesses in more than 210 countries and territories. MasterCard's
products and solutions make everyday commerce activities - such as
shopping, traveling, running a business and managing finances - easier,
more secure and more efficient for everyone. Learn more at www.mastercard.com, follow us on Twitter @mastercardnews or join the conversation on The Heart of Commerce Blog.
About the Priceless Toronto Survey
The research was conducted online by Leger Marketing from October 3rd to
October 5th, 2011. There were 502 respondents all age 18 or older. Two
hundred and thirty of these respondents were located in Toronto proper,
while 272 were located in the Greater Toronto Area. A probability
sample of the same size would yield a margin of error +/-4.4%, 19 times
out of 20.
Image with caption: "Parkour dancers perform in front of the MasterCard Vault at the #UnlockTO event in Maple Leaf Square. The event kicked off MasterCard Canada's Priceless Toronto program which unlocks priceless city experiences for all cardholders. (CNW Group/MasterCard Canada)". Image available at: http://photos.newswire.ca/images/download/20111109_C2807_PHOTO_EN_6402.jpg
SOURCE MasterCard Canada
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