MasterCard renews Brits sponsorship with Kylie tie-up

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

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.

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."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug