Problem How does a well-known brand increase consumer preference for its product? Solution Create unique experiences for the target audience. Background MasterCard brand enjoys almost universal awareness. Its “Priceless” advertising campaign is iconic and well-loved by advertising fans and consumers alike. But this hasn’t necessarily translated to preferred card usage, particularly among the Affluent. While small, the Affluent segment generates a ton of revenue for MasterCard. They’re con- centrated in the top 10 metro cities in the US, and it should be no surprise that New York City is on the very top of that list. Affluent New Yorkers are culturally adventurous men and women, who are busy and can’t find the time to constantly discover interest - ing experiences beyond what t

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