MasterCard Leeches Off Florida Hurricanes For 'Priceless' Campaign'
In a move that could be described as both the display of good corporate behavior as well as a cheesy effort to leverage natural disaster for corporate gain, MasterCard is lending its "Priceless" campaign to the state of Florida for use in a combined campaign to persuade Floridians to make sure they're ready for hurricane season. On the good corporate behavior side of the story, MasterCard will donate the cost of a print ad campaign in four Florida markets to deliver the hurricane preparedness message. On the not so good corporate citizen side of the story are the lobbying efforts MasterCard may have implemented to get Florida Governor Jeb Bush to sign into legislation a bill creating a tax holiday from May 21 to June 1 on all purchases. Hmm. Lower taxes. Higher purchases. More charge card usage. More money for MasterCard.