MRM Worldwide has already created the travel site Buzzworld, which aggregates user-generated content from across the web. When users search by destination, area of interest and date, they will find photos, blogs, reviews and event information from other travellers.
Buzzworld is part of the boutique-style travel website, www.pricelesstravel.co.uk, created by MRM Worldwide to support MasterCard's corresponding TV and print ads.
The aim is to capture the current online buzz around travel and give users an overview of a chosen location. Initially, Buzzworld will aggregate content from four major websites comprised of user-generated material: TripAdvisor.com, Panoramio.com, Yahoo! Answers and Whatsonwhen.com.
MRM Worldwide has also designed a complementary Buzzworld holiday countdown Facebook application for users to upload onto their profiles. After users enter the dates and locations of their upcoming holiday, their profiles will be updated with photos and travel tips for their chosen destination in the weeks leading up to departure. A similar iGoogle widget is planned.
MasterCard has also teamed up with Mr and Mrs Smith to create a series of destination podcasts featuring city guides and sightseeing information.
MasterCard UK marketing vice-president Ben Rhodes said of the initiative: ‘The digital space represents a great opportunity for MasterCard to build our brand in new and innovative ways through greater engagement and cardholder participation. With more and more people using the internet to make travel plans, it was a logical step for us to extend our marketing activity digitally.'