The biggest annual campaign for MasterCard called Summer Campaign 2016 is again this time signed by McCann Zagreb, continuing the 13-year successful collaboration. The campaign is built on the global platform, however, it has been fully adapted to the Croatian market. Although the global platform offered generic creative solutions that could have been easily localized, McCann Zagreb decided to create a campaign using visuals of the Croatian coast with authentic communication messages.
The campaign started on Trip Advisor and in the neighboring countries through the promotion of the Croatian partners of MasterCard. The campaign includes OOH, online and POS materials that accompany users on arrival and throughout their stay in Croatia – from airplane seats, through highway, on the catamaran to shops, hotels, restaurants, beaches and other places, with a number of benefits from MasterCard intended for foreign and domestic tourists, which are in turn a support to the promotion of Croatian tourism.
“I’m happy that the professionalism and creativity of the team of McCann Zagreb have once again resulted in a successful summer campaign. For MasterCard, summer is an extremely important part of the year, especially as it marks the peak of the tourism season and the arrival of numerous foreign guests in our country. With this campaign we wanted to tell all of them that cash on vacation is an unnecessary hassle, and that the payment with MasterCard is quick, easy and safe. Apart from the usual advertising materials, McCann team helped us to present numerous offers intended to improve tourists’ stay and help them achieve priceless experience on vacation. Cooperation between McCann and MasterCard in Croatia lasts for 13 years, and I’m pleased that our joint enthusiasm and summer campaigns again achieve good results, but also contribute to the promotion of Croatian tourism,” said Helena Trajkovski, Chief Marketing Officer of MasterCard for Croatia and Slovenia.
Iris Žarkov Štambuk, project manager at McCann Zagreb, proudly said: “McCann Zagreb again approached the creation of MasterCard summer campaign in a more challenging way, creatively adapting the campaign for the Croatian market. For us as a team, it meant that we had to go through a complex process and meet global criteria of both MasterCard and McCann, and the praise received are yet another indicator of confidence in the Croatian team and successful cooperation with MasterCard that lasts for thirteen years”.
The copy was written and adapted by the Creative Director Goran Božić, Art Director Krešimir Grancarić took care of the new visuals, DTP manager Marina Javor and Interactive Art Director Ivana Putica took care that the visual standards are applied to each bit of material, Petra Gajica was the strategic eye, while Martina Jelić, Account Planning Director for Online, and Ida Egartner, Community Manager, infused the campaign into the every pore of the Internet. Project leader was Iris Žarkov Štambuk who made this campaign a little more Croatian, both locally and globally. Last year, as European Account Director at MasterCard, Iris spent some time in London and led the team to create the platform that was approved by XBC McCann and MasterCard in New York.
