MasterCard breaks summer promo

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Master-Card International, Purchase, N.Y., will give away $100,000 in vacation cash and other prizes in a sweepstakes promotion, backed by a print and TV campaign from McCann-Erickson Worldwide, New York. The "Summer Escapes" promotion also will include an online sports-theme effort called "Summer Sports Escapes" at mastercard.com, and promotional tie-ins with Alamo Rent-A-Car, Exxon Mobil Corp. and Omaha Steaks. Efforts will kick off with ads that continue MasterCard's "Priceless" campaign. The first TV spot features a family car trip, including gas for the "family funmobile," "snacks with no nutritional value" and "440 miles of family bonding: Priceless." TV breaks Thursday on prime-time network programs and cable networks; print will debut June 12 in magazines including Newsweek, Redbook and Time.

Copyright May 2000, Crain Communications Inc.

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