New Three-Year MOU Enhances MasterCard’s Priceless Beijing Program, and
Promotes the City’s Luxury Travel Products Globally
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Beijing, 20 June 2012 – MasterCard cardholders living in and visiting Beijing will soon have even more reasons to enjoy the things they are most passionate about. MasterCard Worldwide and the Beijing Municipal Commission of Tourism Development (BMCTD) have signed a Memorandum of Understanding (MOU) to facilitate the development of premium tourism products in Beijing and as part of the initial campaign, both parties will promote them within and outside of China through Priceless Beijing – the People’s Choice competition.
The MOU was finalized at a media ceremony attended by Mr Sun Weijia, Deputy Head, Beijing Municipal Commission of Tourism Development and Ling Hai, Division President, Greater China, MasterCard Worldwide at the MasterCard Center, Beijing, China, on 20 June. Besides enhancing MasterCard’s ongoing Priceless Beijing program by increasing the number of merchants and offers currently available, this MOU will go towards strengthening the collaboration between both parties in the sharing of research, communication channels and merchant resources.
“The MOU signals closer tourism ties between MasterCard and BMCTD and marks a significant step towards stronger collaboration between Beijing and organizations like MasterCard,” said Sun Weijia, Deputy Head, Beijing Municipal Commission of Tourism Development. “Thanks to this MOU, and other MasterCard initiatives such as the recent Priceless Beijing program, the city, its people and tourists will stand to benefit as the tourism industry in Beijing continues to grow. Needless to say, this is a huge opportunity for Beijing and we are all excited to be working with MasterCard.”
“Beijing is a city that is rich in culture and heritage and is an attractive destination for both leisure and business travellers. This alliance underscores our confidence in the potential of Beijing’s tourism industry, as well as our commitment to developing and promoting luxury tourism across China,” said Ling Hai, Division President, Greater China, MasterCard Worldwide. “Beijing is one of the fastest-growing cities in the region in terms of visitor arrivals, and a key destination in an emerging market with huge growth potential. It is therefore no surprise that we have placed considerable focus on this market in recent years, with the opening of the MasterCard Center, the recently-launched Priceless Beijing program as well as this agreement with BMCTD. We are honored to be contributing towards the continued development of this remarkable city.”
MasterCard and BMCTD to Develop Premium Travel Products
The agreement will see MasterCard and BMCTD jointly exploring and implementing activities targeted at the affluent and the luxury tourism market in Beijing. This time around, MasterCard and BMCTD will launch Priceless Beijing – the People’s Choice competition which runs through July and August. The competition calls on the general public from Mainland China and abroad for suggestions of the most luxurious travel experiences that one can enjoy in Beijing. This complements MasterCard’s ongoing long-term marketing program – Priceless Beijing, which celebrates the city’s finest moments, both hidden and known. The winning experiences, which span consumer interest areas such as dining, retail, entertainment, arts and culture, sports and travel, may be included in the existing tour itineraries of leading tourist agencies.
MOU Set to Enhance MasterCard’s Priceless Beijing
As part of the MOU, MasterCard and BMCTD will integrate selected premium tourism products from the competition into Priceless Beijing and explore collaborative opportunities with top merchants and stakeholders in Beijing to further enhance the program. Besides MasterCard’s own global marketing platforms, Priceless Beijing will be promoted through marketing channels such as BMCTD’s official website, Weibo account, and marketing collaterals. Through these efforts, MasterCard looks to enhance Priceless Beijing by growing the number of exclusive and one-of-a-kind offers under the program.
Ling Hai added, “The collaboration with BMCTD will go a long way towards promoting MasterCard’s brand preference and increasing the acceptance and usage of electronic payments in Beijing, while developing an electronic payment environment in China that is convenient, reliable and secure. This MOU will also play a vital role in encouraging both inbound and domestic spending in Beijing via payment cards.”
MasterCard (NYSE: MA), www.mastercard.com, 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. Follow us on Twitter @mastercardnews, join the discussion on the Cashless Conversations Blog and subscribe for the latest news.
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 Together with other Priceless cities around the world, Beijing was identified as a key tourism center from the MasterCard’s Global Destination Cities Index that studied a global network of ‘destination cities’ and how they are all connected through cross-border air travel and associated spending.