Priceless moments in Singapore

It may very well be the longest and most successful campaign in modern advertising history, and part of its charm is that it is a credit card company telling people that there are some things that money can’t buy — or even charge, no matter how high your credit limit is. 

MasterCard’s Priceless campaign gives cardholders a refreshing new way to  experience priceless moments with the launch of its Priceless Cities program, a global campaign that includes iconic cities such as New York, Beijing, London and Sydney.

Last month, MasterCard launched its first Southeast Asian city: Singapore.

Why Singapore? When you’re talking about iconic cities, you are also talking about iconic architecture and structures, and a great mix of cultural, sports and entertainment options. These are places that are on top of people’s to-go lists. Sidney has the Opera House, London has among many others the Big Ben and Buckingham Palace, Beijing has the Great Wall of China and the Bird’s Nest Stadium, New York has the Empire State Building and Central Park.  

In the past 15 years, Singapore has been building some of the most outstanding architecture in the region, its skyline taking on a character that is instantly recognizable. It is also one of the richest and most diverse business hubs in Asia and host to world-class entertainment, sports events, and leisure destinations.

So when MasterCard looked at Southeast Asia, it was clearly Singapore that stood out. As small as it is, it attracts 13.2 million visitors with 41 percent coming from Southeast Asia and 25.7 percent from North Asia. It ranks fourth out of 132 cities globally by international visitor arrivals and fifth overall by visitor spend.

It is also a city of very hardworking people. A MasterCard survey showed that 68 percent of Singaporeans felt “they work hard for their money and deserve to reward themselves with the extras in life.”

“Consumers today are well-travelled and discerning. They seek exclusive offers and curated experiences that cater to their specific interests and needs,” says Sophia Ng, assistant chief executive for marketing of  Singapore Tourism Board (STB). “We feel privileged that MasterCard has selected Singapore as the first city in Southeast Asia for their iconic Priceless Cities campaign among other global cities. MasterCard’s confidence in Singapore’s depth and breadth of rich experiences to deliver priceless moments is testament that Singapore has indeed come of age. We believe that Priceless Singapore will resonate well with both Singapore residents and our international visitors.”

Even before Singapore was launched as a Priceless City, MasterCard had been surprising cardholders with priceless moments that money just can’t buy. According to E! News Asia host Dominic Lau, who emceed the Priceless Cities events, MasterCard surprised cardholders with priceless moments when Lady Gaga was in town. It not only gave them tickets to watch the concert at the Singapore Indoor Stadium, but also access to backstage events and seats at MasterCard’s VIP suite, which was so close to the stage “you could almost count her false eyelashes.”

For the launch, MasterCard outdid itself with a private party. After all, media and bankers from the region were present at the events.

It flew in Seal to perform at the yet-to-open Marina Bay Cruise Center. Seal sang his biggest hits and prior to the concert, was filmed around Singapore, even taking his own videos enjoying the city’s old and new sights.

That was one priceless moments for the guests — Seal singing just a few feet away and joking with the audience.

The sprawling space of the Marina Bay Cruise Center was designed to represent what Singapore has to offer — with corners and stages featuring fashion, theater, music, and, of course, great food.

MasterCard Southeast Asia president Matthew Driver explains,  “In Singapore, our biggest obsession is food, and shopping is our national pastime. We have great attractions that have re-ignited our love for our city, and world-class entertainment, arts and culture gravitate here. Singapore is an Asian hub with a sophisticated, internationally-minded population and attracts well-heeled travelers from regional markets.”

It was interesting that during cocktails, traditional “street food” was served — some sweets, canapés, and other snacks that Singaporeans are familiar with as children.   

So what can MasterCard cardholders expect from Singapore now that it is part of the Priceless Cities program?

“It is an ongoing journey to create for our customers priceless moments around their passions,” says Driver. “We believe in experiences, we listen to what matters to our customers — and it’s shopping, eating, sports, theater, the arts and travel.”

How to avail of all this? Register for Priceless Singapore at www.pricelesssingapore.com. Here you can plan your itinerary and learn more about the Priceless offers. All experiences offered are available to both domestic and overseas MasterCard cardholders.

Maripi Jalandoni, MasterCard group head, regional marketing Asia-Pacific, Middle East and Africa, explains that some of the curated offers are available only (for purchase) to World and Gold cardholders while others may be purchased by all cardholders. But registering on the website means you get the exclusive invites.

Some initial offers are:

Attending the by-invitation-only fundraising Royal Gala Dinner hosted by Prince Albert II of Monaco to benefit environmental causes this month;

Discovering creative rising stars at Future Fashion Now, the revolutionary fashion portal, with a chance to pre-order and receive spring/summer 2013 designer collections before they hit the stores;

 Exploring Universal Studios Singapore with a dedicated guide and superstar treatment at the VIP Lounge;

Welcoming a bespoke mixologist into your home to learn the art behind a fabulous cocktail;

Watching Jersey Boys with nine BFFs from the best seats in the house after a private dinner party;

Special booking privileges at the invitation-only Crockfords Tower at Resorts World Sentosa;

Enjoying a private and exclusive themed dining experience with 13 friends in the sleek, luxurious Gaggenau Experience Centre, and prepared by some of Singapore’s most celebrated chefs.

Julienne Loh, vice president and country manager, Singapore, MasterCard Worldwide, commented, “Singapore is about excellence, quality, striving to succeed — people are busy; they work really hard and are always on the go. That’s part of the buzz here — visitors come to experience that energy and enjoy all the city has to offer. Priceless Singapore is MasterCard’s way of giving denizens and visitors a reason to let loose a little, break out of the routine, to take the time to forget about time, every once in a while. We want to enhance experiences in the city and make Singapore a little more priceless for cardholders.”

Now MasterCard holders can experience many more priceless moments in Singapore — a city so close to Manila and one that may Filipinos keep going back to for a short break.