Mastercard SA was looking for a new, inbound Cross Border Travel strategy with a focus on the Cape. In a first-of-its-kind partnership, we developed a multi-channel platform that would drive Mastercard’s objectives and support the Cape wine tourism covid recovery plan.
The partnership with VINPRO (now SA Wine NPC) incorporated the 3 key wine routes - Constantia, Franschoek, Stellenbosch, including 245 wine estates with 642 transaction points.
Mastercard was present at every touchpoint. Along with more than 180 bespoke offers across accommodation, culinary, spa and various experiences hosted on Mastercard’s Priceless platform, we also delivered an exclusive CVP for Mastercard cardholders. With ATL support in key tourism corridors and at home, the partnership not only increased share of wallet but also doubled tasting room ticket values.
The sponsorship of the Cape Wine Auction Trust underscored that doing well and doing good go hand in hand.
Supporting community education initiatives from cradle to career not only contributed to:
but also delivered significantly against Mastercard’s Cause Marketing initiatives.
Priceless experiences for Mastercard cardholders are a cornerstone of the business strategy. To whet the appetite for post-Covid travel to the Cape – and deliver some joy – we developed an exclusive digital experience that could be booked by Mastercard cardholders when they were ready to travel once more.
