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MasterCard Sign Memorandum of Understanding With Western Australian Tourism Commission

Tuesday 11 May 2004 13:00 CET | News

The Western Australian Tourism Commission has signed a ground-breaking Memorandum of Understanding with MasterCard International to allow for a strategic marketing alliance between the two organisations in the Asia Pacific region.

The Memorandum of Understanding was signed between MasterCard International’s President Asia Pacific, Middle East and Africa, Mr André Sekulic, and Tourism Commission Chairman, Mr Alan Mulgrew. Last year Western Australia received 204,000 tourists from the Asia region, who stayed for a total 4,605,000 nights and spent nearly $500,000,000. (Bureau of Tourism Research, International Visitor Survey, 2003) The Minister said the initial agreement was for two years, but it would be reviewed each year and automatically extended if it proved successful for all parties. It is anticipated that the partnership will extend into the Middle East and European markets next. Marketing Alliance Examples MasterCard member banks regularly launch new cards aimed at a variety of market segments, including women, golfers, families, and working couples. The WATC will work with local tour operators to provide unique travel and event experiences suited to these segments. MasterCard member banks will offer the unique packages to new and existing card holders. For example - A womens MasterCard credit card could be launched to appeal to the woman who wants privileges and promotions. The card launch campaign would typically include TV, radio, press and direct mail to promote the benefits of the card. Some of the promotions could include Priceless Pamper Packages to Perth offering three days of indulgence, as well as fashion, food, wine and entertainment in one of the world’s most picturesque, safe cities. - A Perth Priceless Golf Package could be the focus of a card usage campaign where cardholders could be offered exclusive discounts and value adds (eg Margaret River wine) for a three-day package to play on some of the best courses in Australia while receiving golf tuition package from a club professional. The imagery of Western Australian golf courses, food and wine could be featured in direct marketing. - Unique Priceless Platinum Packages will be developed for new and existing MasterCard cardholders. These would be the ultimate luxury getaways that combine the best that Perth and the South West has to offer. This package would focus on the finer things in life with secluded accommodation, award winning wines and gourmet foods. It could include an exclusive full day winery tour with a personal driver and shopping excursions to local galleries.


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Categories: Payments & Commerce | Payments General
Countries: World
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Payments & Commerce