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McCANN Australia Truth Well Told

Locally Famous

Midas | AME

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The MasterCard brand platform of Priceless Cities had lost relevance and meaning with Sydney-siders, and was therefore having no positive impact on the brand.


The program was designed to enable and inspire our affluent audience to continuously explore, discover and experience the hidden local gems in the different parts of their city of Sydney – most of them local institutions. The campaign had tens of thousands of offers redeemed and it was so popular that other hidden gems knocked on the door wanting to be part of the program.

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