MasterCard renews Brits sponsorship with Kylie tie-up

MasterCard has recruited popstar Kylie Minogue to lead the Priceless campaign, after renewing its headline sponsorship of the Brit Awards for a further three years.

Kylie Minogue: backs MasterCard's Priceless campaign
Kylie Minogue: backs MasterCard's Priceless campaign

Minogue is the second artist to be signed up by MasterCard for the campaign. Singer-songwriter Laura Mvula is also onboard and other artists are to be announced ahead of the awards in February at the O2 in London.

Today (14 January) sees the launch of a series of 24-hour Twitter competitions offering fans the chance to experience a #PricelessMoment with pop artists, including Minogue. Winners will be able to meet their chosen artists at an exclusive performance.

MasterCard has been the title sponsor of the Brits for 16 years. This year it offering cardholders the option to apply for tickets to a series of ‘Priceless Gigs’, the first of which will be Laura Mvula at Kensington Roof Gardens. Minogue will treat winners to new material at a gig in March.

Both the Brits sponsorship and Priceless Gigs programme will be supported by an integrated advertising, social media and PR campaign.

Minogue said: "The Brits are very close to my heart so working with MasterCard after their 16-year support of these iconic awards was an easy decision to make.

"The Priceless campaign appealed to me as it revolved around getting fans closer to the music, something which is also incredibly important to me."

Shaun Springer, MasterCard UK & Ireland’s head of brand and sponsorship, said: "After a successful 18 years, MasterCard’s Priceless marketing strategy is enjoying an ongoing evolution from a brand that not only celebrates Priceless moments to one that creates sharable Priceless experiences for customers.

"As well as increasing overall brand warmth and encouraging usage by bringing exclusive benefits to the table for customers, these experiences are now key in our quest to generate conversation on social media."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More