PURCHASE, N.Y. -- MasterCard International launched the MasterCard
Getaways Sweepstakes as part of its "Priceless" advertising
campaign.
The first commercial aired during the television broadcast of
Super Bowl XXXV, held on Jan. 28.
MasterCard Getaways Sweepstakes is an on-line travel promotion
that will award the winner -- and up to nine friends -- a
seven-night vacation on a private island in the British Virgin
Islands.
Web surfers can enter the promotion through March 31 by logging
onto www.mastercard.com and filling out an entry form.
In addition to the grand prize getaway to the British Virgin
Islands, MasterCard also will award nine weekly vacations of six
nights to a choice of the U.K., Hawaii or the Caribbean, or a
six-night Caribbean cruise.
The 30-second nationwide television spot, titled "Old Friends,"
follows a group of senior citizens enjoying themselves at the
beach.
As with other "Priceless" ads, the commercial lists specific
items (that MasterCard can be used to purchase) and their price
tags, and ends with something that is "priceless" due to its
sentimental value.
The Old Friends ad will include references to tropical drinks
with army buddies and spending time with people "who knew you when
you had hair," with all of the costs being free.
According to a MasterCard spokesman, the ad will end with
something similar to, "A week on an island with your nine oldest
friends ... Cost -- Priceless."
During February and March, national print ads will supplement
the promotion. MasterCard also is teaming with two of its travel
partners -- Liberty Travel and Travelocity.com -- to offer additional
getaway-themed sweepstakes promotions in conjunction with the
Getaways Sweepstakes.
While at the MasterCard Web site, travelers also will be able to
access exclusive offers from six travel partners, including Alamo,
Carnival Cruise Line, Westin and British Airways.