MasterCard takes priceless message to theme parks

MasterCard has signed a three-year partnership with the owner of UK visitor attractions such as Alton Towers and Madame Tussauds.

The deal with Merlin Entertainments Group gives MasterCard sponsor status and branding rights across Alton Towers, Madame Tussauds, Thorpe Park, Legoland Windsor, Chessington World of Adventures, and Warwick Castle.

However, branding around The London Eye, also owned by Merlin, is not part of the deal.

MasterCard branding will be displayed across all points of purchase, including ticket booths, while the payments brand will also sponsor 30 selected souvenir photo booths, which will encourage visitors to take a ‘Priceless Pic’.

Rollercoasters at Alton Towers will also carry the strapline: ‘Having the thrill of your life: Priceless.’

Gill Barr, head of marketing at MasterCard UK & Ireland, said: “This partnership demonstrates MasterCard’s ongoing commitment to working with the UK’s leading merchants, in order to give our cardholders rewarding experiences every day.”

MasterCard is also title sponsor of the international rugby union match between England and the Barbarians, which takes place at Twickenham this Sunday (30 May)

Source: Brand Republic