When MasterCard learned from the United States Travel Association that over 400 million vacation days go unused every year, MasterCard decided to create an integrated promotional campaign to convince Americans to take their full paid-time off.

The campaign encouraged Americans to take one more day of vacation by presenting the importance of the cause with a film, by motivating Americans to take a #OneMoreDay pledge and by providing inspiration via advertorials, infographics, social media, and a tumblr page.

Travel is an important category for MasterCard. However, people don’t associate MasterCard with traveling.

Another idyllic beach or mountaintop scene wasn’t going to cut it. So MasterCard decided to play a bigger societal role when it comes to travel by helping Americans take all their vacation days, #OneMoreDay at a time.

A campaign that would remind everyone of the importance of family time versus working hours.

More than half a million people have taken the pledge, the content garnered more than

8 million earned and owned social media impressions and the effort was covered by national press like Daily Mail, Huffington Post and Travel Agent Central.

MasterCard saw a 16% increase in association with travel, but most importantly MasterCard started a real conversation and social movement. Now more Americans will take #OneMoreDay leading to a happier, more productive society.

The campaign started with the launch of an inspirational film featuring key influencers (kids) urging America to take one more day. Because not taking all your days off is plainly stupid.

Then MasterCard started a conversation about what to do with #OneMoreDay via tweets, Facebook and Instagram posts. The Tumblr page was full of artful vacation inspiration as well.

And as a final encouragement an advertorial and infographic explained the personal and economic impact of all those wasted days.

Throughout the campaign, MasterCard positioned itself as the natural travel partner.