A Constellation of Privileges Rises over the Moscow Planetarium
Moscow, Russia – January 30th, 2013 – Today MasterCard officially launched Priceless Moscow at a special celebration event held at the Moscow Planetarium. Priceless Moscow gives MasterCard® cardholders unrivalled access to unique experiences, celebrating the best the city has to offer.
Through Priceless Moscow MasterCard will introduce a collection of exclusive offers and experiences created especially for Muscovites and visitors in partnership with the capital’s leading theaters, museums, restaurants and department stores. MasterCard’s initiative in Russia is part of the global Priceless Cities platform launched in New York in 2011, which today features an array of iconic cities, such as London, Paris, Sydney, Rio de Janeiro, Beijing and Singapore. Moscow is the first Eastern European city to join the campaign, underlining its significance as a global cultural and commercial destination.
The Priceless Cities concept is dedicated to enabling new ways to discover a city while bringing priceless moments to life. Prior to designing the program, MasterCard conducted a study among Russian cardholders in order to determine what surprises, delights and inspires them. Research showed that typical loyalty programs, offering discounts, are losing their appeal. Muscovites aspire to live more fascinating and emotionally rich lives, and status symbols are not limited to material possessions. Personal experiences are what matters – respondents see value in privileged access to events, as well as other exclusive offers that bring them closer to their passions.
Based on these insights on consumer passions, MasterCard built the Priceless Moscow program, consisting of six categories: Gastronomy, Culture/Art, Attractions, Sports/Beauty, Shopping and Travel. Each exclusive offer is carefully crafted to embody the spirit of Moscow and inspire a priceless experience. Opportunities include culinary classes by renowned chefs of Arkady Novikov restaurants, individual tours of the Multimedia Art Museum curated by Olga Sviblova, private views at Garage Center for Contemporary Culture, prime seating at the Moscow Planetarium and Cirque du Soleil®, as well as access to MasterCard’s exclusive box at the Bolshoi Theatre.
In addition to these benefits, cardholders will also have a chance to participate in giveaways and win a trip of a lifetime: for instance, to the 2013 UEFA Champions League Final at Wembley Stadium or the coveted BRIT Awards in London. Priceless Moscow is a long-term program, aimed at attracting new partners, where each partner will offer a variety of priceless experiences to MasterCard cardholders throughout the year.
“With our busy schedules we sometimes get caught up and miss out on having the time of our lives with the people who matter most,” said Ilya Riaby, General Manager of MasterCard for Russia. “Priceless Moscow holds the key to the city’s most exciting events, enabling truly priceless, one-of-a-kind experiences.”
“Space is magical. For over eighty years the Moscow Planetarium has welcomed visitors of all ages, sharing the joys of exploration. What could be more exciting than touching a meteorite or gazing at the marvelous night sky on Europe’s largest cupola screen? We are happy to partner with MasterCard and together create opportunities for Priceless Moscow experiences,” said Faina Rubleva, Science Director of the Moscow Planetarium.
Registration for the Priceless Moscow program is accessible to all MasterCard cardholders though www.pricelessmoscow.ru. The dedicated website is a one-stop shop, listing all special offers, benefits, and experiences available. The MasterCard IZBRANNOYETM program, successfully running since 2009 will be phased out, and ongoing offers will be incorporated into Priceless Moscow.
Cardholders of MasterCard Standard®, Gold MasterCard®, World MasterCard®, Platinum MasterCard®, World MasterCard Black Edition®, World Elite™ MasterCard®/World Signia MasterCard® are eligible for membership. Range of offers available depends on the type of card.
About MasterCard Worldwide
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