Affluent New Yorkers are culturally adventurous men and women, who are busy and can’t find the time to constantly discover interesting experiences beyond what they already know. MasterCard saw an opportunity to move the brand from an observer of “Pricelessness” to an enabler of culturally-rich priceless experiences that can only be purchased via a MasterCard card, thereby driving increased usage of and preference for the brand. Priceless New York, a platform of exclusive priceless experiences and offers in dining, shopping, sports and the arts, was born.