MasterCard
Posted on Wednesday, 12 October
Destination: Priceless
MRM Worldwide (McCann Erickson)
2007-08
Content Strategy, Copywriting
The task
Putting together Priceless travel packages and crafting copy to describe them for the Destination: Priceless microsite and supporting media.
Priceless.com was IAB’s 2008 MIXX Gold Award Winner, Best Brand Destination Site
The challenges
Keeping a familiar – and popular – campaign theme fresh; finding activities and elements that were unique, worthy and on brand.
The keys
Finding the right name for the campaign; managing nuances in execution; cracking the narrative tone.
