NEW YORK, NY - DECEMBER 06: Singer Camila Cabello on set of Mastercard #StartSomethingPriceless Campaign at Joe's Coffee Company on December 6, 2018 in New York City. (Photo by Dave Kotinsky/Getty Images for Mastercard)
Mastercard is re-emphasizing commitment to the “Priceless” catchphrase and mindset.
To help demonstrate the concept, the financial juggernaut is collaborating with Grammy-nominated pop star Camila Cabello.
Announced Tuesday, the partnership is “focused on the delivery of truly unforgettable fan experiences for Mastercard cardholders and Camilizers.” Encompassing “behind-the-scenes access” and “intimate performances,” the campaign will help fans “experience Cabello’s music like never before.”
It will formally commence during Grammy week.
Four days prior to the February 10 ceremony, the multi-time nominee will perform an intimate fan concert at the Orpheum in Los Angeles.
The official Mastercard Twitter account is also advising fans to “stay tuned for [additional] exclusive experiences” during music’s biggest week.
“I am thrilled to be a part of a collaboration that offers me the opportunity to engage with my fans in a way that brings them closer to the music,” says Cabello. “I can’t wait for fans to see what surprises we have in store.”
“Consumers today seek real experiences and true interactions with the people who inspire them in their day to day life and as an empowering role model to her fans and beyond we are honored to partner with Camila,” said Cheryl Guerin, EVP Marketing & Communications for Mastercard. “She encapsulates our brand values and we applaud her commitment and appreciation for fans. We look forward to working together to bring fans closer to their passion for music and inspiring them to Start Something Priceless of their own.”
Mastercard notes that the “Priceless” campaign will span social, print, radio, television and digital platforms.
It marks yet another high-profile collaboration for Cabello, who has recently served as the face of iconic brands like L’Oréal Paris, Skechers, and Guess.