The World Mastercard has a Travel Concierge service that the cardholder can call at all stages in the travel process, from the dreaming and planning to adventuring while on a trip. The biggest issue the Concierge faced was low awareness because not enough cardholders knew that the service existed. The McCann and Mastercard teams realized that all the key decision makers in the travel planning process needed to know about the Concierge and so designed a program to raise awareness and use of the service.
By personally responding to all 1400 entries in a format that truly encouraged dreaming, creating 1 to 1 Priceless experiences, trust in Mastercard's service and brand grew. The targeted content, deep engagement and Priceless experiences also increased overall interest in Mastercard World Card by 6%. More than 1400 submissions to the Kids Concierge Challenge were received and each one was given a personal response. The Travel Concierge made one dream vacation to Marshmallow Landia come true for the lucky winner.