Singapore may be small, but it packs a punch well beyond its size. To celebrate what makes the island special, MasterCard launched ‘Priceless Singapore’ on 12 October. An extension of MasterCard’s global ‘Priceless Cities’ programme, ‘Priceless Singapore’ offers Singapore residents and visitors a selection of curated experiences that will bring them close to their passion points. Singapore is one of the first cities in Asia to become a Priceless City, joining the ranks of iconic cities worldwide, such as London, New York, Beijing, Sydney, Rio, and others, where MasterCard has already rolled out the programme.
‘Priceless Singapore’ was launched at the as-yet-unopened and exclusive Marina Bay International Cruise Centre. Weber Shandwick handled all the media relations around the launch event and press conference preceding it. VIP guests and selected media from around Asia were flown in for the festivities and treated to a number of Priceless-themed experiences in a specially commissioned setting. The night was topped off by a surprise performance by international star, Seal.
Weber Shandwick pulled off a strong media relations campaign, with a strong focus on social media. Leading up to and including launch day, efforts at engaging with influential media and bloggers around the region resulted in strong and sustained online and offline buzz. In addition, the first global live photo-stream was launched for the event via MasterCard Singapore’s social assets. This drove engagement with fans of MasterCard Singapore and garnered over 1,100 likes on Facebook over the course of just a few hours, and more than 1 million impressions on Twitter. Online/print media coverage will add to a second wave of publicity over the course of the next few weeks.