Torontonians Know Their City is Unique, But Now It's Priceless!

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 & culture.

"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 to learn more about the extraordinary experiences, exclusive offers and privileged access now available only to MasterCard cardholders.

About MasterCard

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, 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.

SOURCE MasterCard Canada

For further information:

Amanda Santino

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MasterCard Canada

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