MasterCard have thousands of exclusive travel offers and experiences at Priceless.com, but seldom do cardholders take advantage of them. We identified an opportunity to utilise the reach, beautiful content and the social currency of influencers to showcase our offers to our audience in a meaningful way, and thereby increase traffic to our site.

For a lot of Australians the 4-day Easter weekend is a great opportunity to enjoy a mini getaway, both domestic or short-haul international. Together with influencer partners, we curated 7 travel itineraries featuring offers woven throughout and promoted the content with a variety of innovative ad formats from Facebook Canvas to Red Planet’s custom audience segments based on Qantas Frequent Flyer traveller data.

The key objectives were to increase traffic to the site; increase offer and experience redemption, which in-turn would increase Priceless Cities registrations, as it is required for redemption.

The itineraries were promoted across multiple channels: influencers own social channels & blogs, Priceless Cities site, Facebook Notes and Canvas (utilising new Facebook platforms), MasterCard Facebook & Instagram. We scaled this through editorial partners Concrete Playground and The Urban List with bespoke itineraries that offered more reasons to visit Priceless.com.

For display, we partnered with Red Planet, a programmatic publisher that takes online and offline data from Qantas Frequent Flyer members and overlaps this with online behavioural data to identify and target consumers with relevant ad messaging online. This level of targeting helps to reduce wastage, ensuring that impressions are served to the most relevant audience.

We started to target our audience 2 weeks ahead of Easter. The timings meant that moments of spontaneous travel could be utilised through the beautiful and inspiring content from our influencers.