Following the success of its Fare Free Friday promotion last year, MasterCard has deployed a tactical campaign with Exterion Media and Transport for London (TfL) to announce that it’s treating its Apple Pay London cardholders to free Monday travel across the TfL network.
The campaign can be found at some of the busiest and most iconic London Underground stations including Bank, King’s Cross, Embankment, Euston, London Bridge, Victoria and Canary Wharf.
The activity is running across Exterion Media’s Ticket Gateway assets and premium Digital Out-of-Home (DOOH) network, which includes high-impact LCD screens and high-definition cross track projectors.
Further amplifying the OOH activity, MasterCard is promoting the campaign across London Underground’s DMI platform screens, the Tfl.gov.uk website and through ticket hall announcements at selected stations.
Nicola Grant, head of marketing for MasterCard UK and Ireland, said: “With Apple Pay now established in the UK, Fare Free Mondays on London Transport gives our cardholders a convenient and rewarding opportunity to use Apple Pay in an everyday environment. Through multiple OOH platforms across key London Underground stations, we have delivered a campaign that highlights MasterCard with Apple Pay as an innovative, safe and secure alternative to pay for travel around London.”
The promotion, which runs from 23rd November – 14th December, invites customers to touch in and out of London Buses, London Underground, TfL Rail, London Trams, London Overground, Docklands Light Railway, Emirates Air Line and most National Rail in London on Mondays. Those who take advantage of the promotion will have their fare reimbursed within 28 days. The total amount that could be refunded each Monday is up to GBP 27.90.
Jason Cotterrell, Managing Director at Exterion Media, told us “MasterCard has certainly chosen the best way to announce this promotion to hard-to-reach urban audiences, since our London assets engage and inspire audiences across the Capital. We are delighted that MasterCard is working with Exterion Media and TfL to amplify Fare Free Mondays – a promotion I’m sure their customers will be glad to be reminded of!”
The campaign was planned and booked with Exterion Media and TfL by Carat and Posterscope.
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