• New York Times, Monday, July 11, 2011 9:15 AM

MasterCard Worldwide is taking its "Priceless" experiential program to major cities worldwide. The company's global rewards program will launch in New York.

The centerpiece of the initiative is a new section of the MasterCard Web site, mastercard.com/pricelessny. There will also be a considerable presence in social media for Priceless Cities, on sites like Facebook and Twitter.

The Priceless Cities effort will be the subject of a big advertising and marketing campaign, to be handled by five agencies, including McCann Erickson Worldwide, the creator of the original "Priceless" ads.

The introduction of Priceless Cities comes as local marketing is being revitalized by a flood of companies offering so-called geo-targeted discounts, deals and special offers.

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