Beatrice Cornacchia, head of consumer marketing Europe for MasterCard, is inviting marketing and events professionals to her talk during UK Events Week on how the financial services brand has combined digital investment with experimental, to effect consumer behavioural change through positive emotions.
‘Priceless Experiences in a Digital Age’ will take place on the morning of Tuesday, 1 March, 2016, at The View from The Shard and tickets will go live for the session on 28 January. (Attendees can register on ukeventsweek.co.uk for a free place at what is expected to be a highly popular event.)
In the past two years, MasterCard has moved away from the ‘The Best Way to Pay’ brand strap-line and instead, focused its marketing aspirations on being seen as a lifestyle platform, through increased experiential activity.
MasterCard claims it now has two billion of its cards in circulation and Cornacchia says: “Today’s connected audience is more reachable in real-time and content is instantly shareable, which should be a dream for all marketers.
“Technology is enabling us to offer more priceless experiences that help us to form a more valued connection between our brand and the consumer. My seminar will reveal the secrets of how we’re doing this by ‘Connecting People to Priceless Possibilities’ and how we’re seeking the help of the global events and hospitality sectors in order to build on the success we’ve already achieved.”