financial services

MasterCard's 'One More Day' Idealizes Vacation

by Tanya Gazdik , September 23, 2014

MasterCard is launching a campaign to prod work-obsessed Americans to take some well-earned time off.

The travel-focused campaign, “One More Day,” invites consumers to make a social pledge to take #OneMoreDay of vacation to travel, to spend time with family and friends, and to experience new things.

Last year, American workers left 429 million vacation days on the table, according to a U.S. Travel Association study. Now, a new study commissioned by MasterCard found that this year, only half of Americans have been on -- or are planning -- a vacation.

To turn that around, MasterCard is hosting a sweepstakes for those who take the pledge using the sweepstakes hashtag #OneMoreDaySweeps. The grand prize trip is for four valued at $25,000 to a single destination of the winner’s choice.

MasterCard is also rolling out a series of TV, print and digital ads that highlight cardholder travel benefits and services like the new MasterCard “Travel Concierge” mobile app, which allows World and World Elite cardholders to call or email the concierge for travel planning and get exclusive offers.

The “Priceless Cities” program, including the newest city, Las Vegas, provides all MasterCard cardholders exclusive experiences and offers to make travel to the world’s best cities more memorable.

Besides encouraging consumers to plan one more holiday, the company hopes to educate them about resources they may not be tapping, such as savings from their card. Of the 36% of American travelers who do use their card rewards programs, they typically save $500 or more per year.

Vacationing is a chance for Americans to spend quality time with loved ones exploring new cities. For the 22% of Americans who indicate that unique experiences appeal to them, MasterCard’s concierge service should appeal.

Of all participants, younger Americans (18-34) tend to vacation more often than their older counterparts, as 61% have been on -- or are planning -- a vacation in 2014.

ad campaign, brand marketing, campaigns, financial services, print, tourism, travel

1 comment about "MasterCard's 'One More Day' Idealizes Vacation".

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Alissa Greene from ASU , September 23, 2014 at 1:52 p.m.
To me, this campaign is brilliant for a wide array of reasons. For the most part, Americans are running around like crazy people trying to get from Mon-Fri conquering a daunting amount of tasks. The more people are zeroed in on their working tasks, the less likely they are to go out and spend, whether its on necessities, food, leisure, clothes etc. I feel it is incredibly common to talk to someone about how many vacation days they have racked up and then lost. This campaign has been inserted into a time where it has become so common and people typically have more money to spend than they did a few years ago. With that being said, I am interested to start seeing the ads for this campaign and how much they will make me yearn for a travel vacation. One thing that is extremely crucial to the effectiveness of this campaign is the concept of relaxation and convenience. It is hard to push an extensive vacation on someone who is so busy they forget to eat. The only they want is a little R&R. I wonder if some of the ads will pertain to those who truly want to use these days purely for relaxation. Furthermore, the 'priceless cities' program is perfect for playing into the convenience factor in making it easily affordable for people to actually TAKE their vacations. By providing the budget factors among the campaign, MasterCard is really helping people take action in the first step. It is truly an all encompassing program in the fact that it gives off the vibe that MC really wants to help YOU get the best of your time and vacation dollars. That is extremely important in persuading the consumers to trust the message from this campaign.
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