TURN SYDNEY’S HIDDEN GEMS INTO SOUGHT AFTER DESTINATIONS.

To compete with Sydney’s world famous icons, we needed to fight fame with fame. We set out to make Sydney’s hidden gems as famous as its big stars.

The idea was Locally Famous, a campaign that exposed Sydney’s BEST local places and encouraged people to visit them. To incentivize cardholders, we created offers redeemable in store or via the Priceless Sydney website.

To drive awareness of Sydney’s new attractions we created Locally Famous guidebooks, turned bus shelters into maps, and made a documentary series inspiring people to go to our destinations.

Due to confidential restrictions imposed by MasterCard only certain results can be shared.

• 83,000 people registered for Locally Famous offers.

• Over 22,000 offers purchased.

• Over 7,000 sausage rolls taken up directly contributed to the MasterCard offer.

• Between 5-10% increase of MasterCard’s used during the promotional period for several of the key merchants that were part of the program.