One way the priceless cities campaign appealed to consumers' emotions was by stressing

In July 2011, "priceless" campaigns by MasterCard were launched with consumers as its target audience. The campaign started in NewYork, offering cardholders with a special experience that could be shared with family and friends in major cities. The consumers would be provided with memorable opportunities in; music, sports, shopping, entertainment, arts, travel, culture and dining out.

The idea was to transform the consumers' perception of the card, from simply being a part of a priceless moment to a force that could enable such experiences. The campaign attracted attention by appealing to the emotions rather than wallets of consumers. It further stressed on unforgettable experiences rather than the cost of living.