The Challenge
Extend and leverage MasterCard’s ongoing sponsorship of The BRIT Awards while demonstrating a genuine connection to music and increasing engagement with the Priceless Cities programme.

The Insight
Exclusive, intimate experiences with artists create stronger emotional engagement than standard ticket access.

The Idea
Create a series of ‘Priceless Gigs’, intimate music experiences available only to cardholders signed up to Priceless London.

Execution
A programme of exclusive gigs featuring artists including Ne-Yo, Rita Ora, Emeli Sandé, Conor Maynard and Delilah.

Cardholders registered with Priceless London were invited via email to enter draws for tickets, rewarding existing members while encouraging further engagement.

The activity was promoted via The BRIT Awards official website, driving new sign-ups to the programme.

Each event included an additional ‘Priceless’ moment for one attendee, such as a surprise signing to Universal Motown Records with Ne-Yo, adding a unique and memorable layer to the experience.

Result
Increased engagement with Priceless London members

Drove new sign-ups via BRIT Awards platform

Reinforced MasterCard’s credibility within music through exclusive experiences