• In May 2007, MasterCard launched the pioneering MasterCard Traveler project, in order to further cement the brand with the consumer public and consolidate the widespread acceptance of cards nationwide. The “Traveler”, actor Guilherme Pierri, traveled through 39 cities in 55 days, mixing a TV advertising campaign with interactive activities involving the communities he visited, alongside blog tools and Second Life.

• Guarantee adequate communications support and promote relationships with all MasterCard target markets, taking into account the complexity, duration and massive scope of the project.
• Garner greater visibility for each stage of the trip, ensuring that regional activities gained exposure outside local areas and coverage around the country, during the entire event.
• Create stronger communications and relationship channels between MasterCard and the regional and national press, as well as opinion leaders.
• Increase perception of MasterCard brand acceptance throughout the country.

• Complexity and massive scope of the project; The duration – two months – tested the creativity and communication capacity of the communicators in maintaining visibility, interest and frequent interaction with target markets.
• The trip logistics adopted by the traveler created certain barriers: In certain locations, access was difficult and slow. Communication would literally have to be “where the people are”.
• Some cities visited did not offer sufficient infrastructure to help the mobilization taking place around the Traveler’s visit. Therefore, characteristics if the Brazilian regions had to be taken into account during planning.

• Fundamento literally hit the road with the Traveler, sending a full-time professional to oversee the project in all 39 cities visited.
• Segmented promotion, taking advantage of the fact that the project, by its very nature, could be approached creatively in various aspects and themes: tourism aspect, business, cities, etc.
• Launch activities using differentiated tools to reach the regional and national press, awakening and maintaining interest.
• Production of differentiated content and channels to keep the target market informed.

• Online and conventional press conferences, to ensure inclusion of regional publications.
• Prior contact with the local press prior to the Traveler’s arrival in each city, creating expectations and negotiating interviews in advance with radios, TVs and newspapers.
• When the Traveler reached the destination, a welcome party was thrown by MasterCard to celebrate the achievement. Taking advantage of this, Fundamento contacted and mobilized the press, community leaders, traders and authorities to appear at the meeting, giving the events greater weight and greater brand interaction with target markets.
• Weekly electronic newsletter with exclusive content, allowing MasterCard employees and clients to accompany project evolution. This same content was also the basis for various press reports.
• Other highlights were the use of radio releases to reach the regional press in more remote locations, negotiating segmented themes with the national press and periodic disclosure of releases on the channels that the Traveler used to interact with the consumer, such as the blog, Second Life and the Orkut community.

• Integrated communication with all key markets: Traders, clients, employees, press, authorities and opinion leaders.
• Wide brand awareness based on high quality messages
• More than 200 reports published
• 100 million people impacted
• R$ 2.3 million in media space

 

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