MASTERCARD
"Platinum Collection" Initiative

Challenge:
To convince high-income individuals, corporations and member banks to make MasterCard their credit card choice over VISA and American Express.

Solution:
Developed a Platinum card strategy to go head-to-head with VISA and American Express by securing relationships with upscale service establishments globally. Developed relationships with Avis, Hermitage Hotels, Relais Chateau, Mandarin Hotels, etc. Since MasterCard had limited equity in this market, they offered greater customization and flexibility to out-service their competitors.

Summary:
Program has helped MasterCard to increase its worldwide market share. Research indicates that it also helped to improve brand prestige.