Mastercard Canada has launched an advertising campaign to promote a contest giving its customers the chance to win tickets to a 2007 Stanley Cup final game.
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The 13 grand prize winners—one from each province and territory—will receive two tickets to a Stanley Cup game, a jersey autographed by former NHL great Bobby Orr, US$500 spending money on a pre-paid Mastercard, airfare and accommodations.
Tammy Scott, vice-president, brand marketing for Mastercard Canada, says the contest continues Mastercard’s tradition as a sponsor of the NHL, and also fits in with the company’s global marketing strategy.
“Our whole brand position is based on priceless moments and things that really matter to people,” says Scott. “In Canada, hockey remains the number one sport in terms of viewership and I think most hockey fans would view a trip to the Stanley Cup final as priceless.”
The ad campaign promoting the contest includes a version of a television spot designed for global use by McCann Erickson of New York. At the end of the spot—which follows Mastercard’s long-running “priceless” theme—a bumper appears with contest details. The commercial began airing yesterday.
Radio and print advertising for the campaign, created by Toronto’s MacLaren McCann, launches early next week, with French-language adaptation and media buying handled by Montreal’s Marketel.
The promotion was developed by Mastercard with Toronto-based Armstrong Partnership LP, which also helped to create a website supporting the contest. On the site, visitors can access information about Canada’s contribution to hockey and discover how many Canadians play for each NHL team.
Mastercard holders receive an entry into the contest with each purchase they make using their card between March 1 and April 30. They can also earn bonus entries for purchases made at Cineplex Entertainment movie theatres, Shell gas stations and WestJet.
The winners will be selected by random draw on May 18.
