MasterCard Invites Consumers on a Priceless Escape to ‘Break in a Pair of Jeans’ This Summer

PURCHASE, N.Y.--(BUSINESS WIRE)--Every pair of jeans tells a story. Whether flare, boot cut, skinny or stonewashed. No matter what type of jeans people wear, everyone has a favorite pair that reflects who they are, expresses personal style and helps them enjoy time making memories with family and friends. And since people are not traveling as often these days, but still desire to, the “MasterCard 2009 Break in Your Jeans” campaign is rewarding cardholders with an opportunity to win a personally designed travel experience with those they cherish most, and a pair of jeans to break in along the way.

“That’s why we’re combining the comfort and personal style a pair of jeans represents, with an adventure to break them in – a chance for cardholders to enjoy just being themselves, spending time with people they care about and creating fun memories that will last a lifetime.”

By using their MasterCard cards for everyday purchases between July 1, 2009 and August 31, 2009, cardholders are automatically entered for a chance to win a “priceless” escape and a pair of jeans to break in during their trip. Nine Grand Prize winners -- one per week throughout the promotion -- will receive a pair of jeans and a five-day/four-night trip for the winner and three guests to a destination of the winner’s choice. In addition, 62 First Prize winners will each receive a new pair of jeans and a weekend escape for two courtesy of MasterCard, American Airlines and Hyatt Hotels and Resorts. Consumers can also enter once a day for a chance to win by visiting www.priceless.com/jeans or by texting keyword “WIN” to “77257.” Each MasterCard® PayPass™ tap purchase garners cardholders an additional entry.*

“The ‘Break in Your Jeans’ campaign reflects the ongoing MasterCard commitment to reward cardholders with the things that matter most to them in their daily lives,” said Chris Jogis, senior vice president of Consumer Marketing for MasterCard Worldwide. “That’s why we’re combining the comfort and personal style a pair of jeans represents, with an adventure to break them in – a chance for cardholders to enjoy just being themselves, spending time with people they care about and creating fun memories that will last a lifetime.”

“MasterCard 2009 Break in Your Jeans” is a multi-tiered integrated marketing campaign that includes a new :30 Priceless® television spot breaking July 1, 2009 produced by McCann Erickson NY that features classic scenes of pop culture icons in jeans -- from Marilyn Monroe and Marlon Brando to The Ramones and Carlos Santana. The voiceover questions whether they might look better in different styles, such as pleated slacks, Capri pants or khaki shorts and ends with “The perfect pair of jeans: Priceless.” In addition, the program includes print, radio, online and out-of home advertising, as well as a mobile texting component. The web portal, developed by MRM Worldwide, where consumers can learn more about the campaign and can register online for a chance to win is located at priceless.com/jeans.

Creative for the MasterCard "Priceless" campaign is driven by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Robert Frost, SVP, Group Creative Director, Michele Raso, SVP Creative Director, Greg Lotus, SVP, Executive Producer.

MRM Worldwide/New York team members: Greg Kaplan, SVP, Group Creative Director; Jon Rubino, Director of Multimedia and Motion Design; Danny Wang, Technical Lead.

* No purchase or text necessary to enter or win. Void where prohibited. PIN-based & international transactions ineligible. Standard text messaging rates apply. Starts 7/1/09. Ends 8/31/09. Restrictions apply. Visit priceless.com/jeans or call 1-800-MC-ASSIST for Official Rules & complete details.

About MasterCard Worldwide

MasterCard Worldwide advances global commerce by providing a critical economic link among financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes approximately 21 billion transactions each year, and provides industry-leading analysis and consulting services to financial-institution customers and merchants. Powered by the MasterCard Worldwide Network and through its family of brands, including MasterCard®, Maestro® and Cirrus®, MasterCard serves consumers and businesses in more than 210 countries and territories. For more information go to www.mastercard.com.

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