Mastercard is collaborating with music artiste, Camila Cabello, to create unique experiences for cardholders under its Priceless platform.

Mastercard has inked a deal with recording artiste, Camila Cabello. The partnership will focus on the delivery of fan experiences for all cardholders. From next month, the brand will present encounters themed around exclusivity and collaboration, with avenues for further immersion in her music.

The tie-up is being supported with an integrated marketing communications strategy encompassing a wide-reaching media campaign developed for social media, digital, print, radio, and television. The first phase entails a private show in Los Angeles in the lead-up to the upcoming Grammy Awards.

Targeting customers and Cabello followers, tickets to said event, which will commence on 6 February at the Orpheum Theatre, will be available for purchase with a Mastercard from 23 January 2019. More information on the concert and purchasing of tickets will be accessible to fans via PricelessCities.

The collaboration brings together the expertise of the card services giant and global influence of the singer to captivate audiences on both sides and meet in the middle over passions which inspire unique experiences. In addition to events and social executions, co-created content will be added to the mix.

“Consumers today seek authentic experiences and interactions with people who inspire them in their everyday life. As an empowering role model to her fans, we are honoured to partner with Camila, who captures our brand values,” said Cheryl Guerin, EVP Marketing & Communications, Mastercard.

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