Kylie fronts Mastercard sponsorship of Brits
McCann London has unveiled Kylie Minogue as front woman for client Mastercard’s sixteenth successive year as the sponsor of the British Phonographic Industry Awards, or the ‘Brits’ as the event has become known.
Big:group are collaborating on the promotion, taking charge of the digital, partnership and sponsorship activity and House PR undertaking publicity.
Laura Mvula has also been announced as an ambassador for the campaign, which extends for a further three years.
The campaign executes with a competition allowing Mastercard twitter followers the chance to win a meeting with their “chosen chart-topping artist”, although no further details have been provided.
The campaign is supported by an integrated advertising, PR and social media campaign which will include above the line media spend across, print, digital and outdoor managed by McCann London.
A statement attributed to Kylie Minogue read: “The Brits are very close to my heart so working with MasterCard after their sixteen year support of these iconic awards was an easy decision to make.”
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It continued: “The Priceless campaign appealed to me as it revolved around getting fans closer to the music, something which is also incredibly important to me.”
Shaun Springer, head of brand and sponsorship, MasterCard UK & Ireland said: “After a successful eighteen years, MasterCard’s Priceless marketing strategy is enjoying an ongoing evolution from a brand that not only celebrates Priceless moments to one that creates sharable Priceless experiences for customers. As well as increasing overall brand warmth and encouraging usage by bringing exclusive benefits to the table for customers, these experiences are now key in our quest to generate conversation on social media.”
The award ceremony is broadcast on 19 February.