Cover Mastercard and Lubuds Group partner to re-establish Hong Kong as one of Asia’s premier culinary destinations (Photo: Affa Chan / Tatler Hong Kong)
Mastercard and Lubuds Group partner to re-establish Hong Kong as one of Asia’s premier culinary destinations (Photo: Affa Chan / Tatler Hong Kong)
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The payment and technology company has paired up with leading Hong Kong restaurant group to curate exceptional experiences for its cardholders and highlight the group's expertise in the culinary industry
Mastercard has added another leading local brand, Lubuds Group, to the illustrious line-up of partners for its Priceless platform. The deal means that cardholders have access to exclusive meals and opportunities at a range of restaurants owned by Lubuds Group, which has more than 40 dining outlets around Hong Kong. It’s part of Mastercard’s promotion of Hong Kong as a global culinary paradise.
“Mastercard has partnered with Lubuds Group to bring culinary privileges, exclusive to the Hong Kong market,” says Helena Chen, managing director, Hong Kong and Macau, Mastercard. “It will provide unique dining privileges and unforgettable experiences for Mastercard cardholders.
“Based on Mastercard insights, Hong Kong consumers always prefer dining privileges to other card rewards. Mastercard’s plan for Hong Kong is to establish it as a culinary destination and contribute to economic rejuvenation.”
Above Helena Chen, managing director, Hong Kong and Macau, Mastercard (Photo: Affa Chan / Tatler Hong Kong)
Helena Chen, managing director, Hong Kong and Macau, Mastercard (Photo: Affa Chan / Tatler Hong Kong)
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Mastercard’s Priceless platform has origins in its initial Nineties campaign that showcased the enduring moments in life that money cannot buy. It has evolved from initially celebrating significant moments, to curating priceless experiences, to sparking key movements.
“In 1997, Mastercard launched a TV commercial that captured the hearts of people around the world,” says Julie Nestor, senior vice president, head of marketing and communications, Asia Pacific, Mastercard. “This was the introduction of Priceless, showcasing enduring moments in life that money cannot buy. It resonates across generations and cultures, and remains relevant as people strive to find those magical moments together, particularly in recent years, when we have spent so much time apart.
“Through Mastercard’s Priceless platform, we aim to connect people to the things they love and to each other through memorable, novel experiences, delivered in innovative ways. One of those innovative methods is deploying a marketing approach that engages the five senses: sight, hearing, smell, taste, touch. By doing so, we’re able to distinguish the Mastercard brand and forge stronger, longer-lasting connections with consumers.”
Above Julie Nestor, senior vice president, head of marketing and communications, Asia Pacific, Mastercard (Photo: Affa Chan / Tatler Hong Kong)
Julie Nestor, senior vice president, head of marketing and communications, Asia Pacific, Mastercard (Photo: Affa Chan / Tatler Hong Kong)
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This multisensory marketing strategy takes many forms. Visually, there’s its symbol-only logo; audio initiatives include its sonic branding, its 2022 initiative, the Mastercard Artist Accelerator, which connects five emerging artists with mentors and fans as they learn and create in Web3, and the Music Pass NFT, which entitles people to access unique resources and experiences in the metaverse and in real life. In the olfactory realm, there are the fragrances Priceless Passion and Priceless Optimism; while Mastercard’s touch cards allow people with visual impairments to distinguish by touch alone among their credit, debit and prepaid cards. The new partnership with Lubuds Group further strengthens Mastercard’s commitment to the world of taste.
An equally important imperative for Mastercard is to support female entrepreneurs. This year it partnered with a collection of businesses for International Women’s Day, including Arch, Floristry, Joey Eat Patisserie, Kibo, Moon Convos, TY Ceramics and Vivienne Tam, to provide cardholders with special offers. Mastercard Hong Kong was also delighted to be named for the first time earlier this year by Great Place to Work as one of the best workplaces for women.
