MasterCard International and Major League Baseball will team next month for a promotion tied to the July 13 All-Star Game. MasterCard will break ads during the game to kick off a sweepstakes offering trips to the 1999 World Series and its sponsorship of another promotion, the balloting for Major League Baseball's All-Century Team. MLB also will introduce the ballot and announce the selection process during the game. The promotion will mark the first time MastarCard has used its two-year-old "Priceless'' campaign to back a promotion, said Jeff Price, VP-U.S. sponsorships at MasterCard. The effort will include TV and print advertising from McCann-Erickson Worldwide, New York, handles TV and print. Ryan Partnership, Westport, Conn., handles promotion and GSD&M, Austin, Texas, handles interactive advertising. The campaign will also include in-store promotions at Kmart.
Copyright June 1999, Crain Communications Inc.