Close-up of baked goods, including cookies and pastries, cooling on a wire rack with the words 'Locally Famous' overlayed for Mastercard.

Mastercard
Locally Famous

Not all icons come with postcards.

Sydney is famous for three things: The Harbour Bridge, Bondi Beach and the Opera House. These big icons suck up all the fame so people miss out on smaller icons that are just as worthy.

So we created Locally Famous, a platform that exposes priceless local experiences that were previously hidden.

Triptych of promotional images for a Sydney location. The first shows a plate with a sausage roll and a fork, with text about tasting local favorites. The second features a man standing next to a surfboard-shaped height chart, with text about discovering surfbord dream boards. The third displays a woman eating a brownie at a cafe, with text about the best brownie being their treat. All images include branding for Priceless Sydney and Mastercard.
Three promotional posters for local experiences in Sydney. The first shows a table with drinks and snacks with the text 'Discover the Middle East in the Inner West.' The second depicts a person kayaking on a waterway with the text 'Discover a Harbour Beach Known Only to a Handful.' The third features a person hanging a picture frame on a wall with the text 'Get a Local’s Perspective of Bondi.' Each poster includes logos for Mastercard, Priceless Sydney, and additional branding.
Three different advertisements promoting locally famous food and brand in Sydney, featuring a photo of a meat pastry, a bus stop poster, and a graphic sign with bold text about local fame for Mastercard.

Billboards, maps, ‘souvenirs’, films. A campaign that started local became a living & permanent platform.

83,000 sign-ups, 23,000 purchases, and one truth proven: in Sydney, even the small things can be priceless.

A collage of images promoting local attractions and food in Jazon, including a food tasting event with desserts, a coastal scene, a series of bus stop advertisements for a local magazine, a restaurant table with bowls of food, and a person spreading jam on toast.
A middle-aged man with a bald head and a beard, wearing a light-colored shirt and a red polka dot tie, sitting indoors in a room with warm lighting and wooden furniture.
Three posters promoting local voting for a brewery or pub, with messages about voting, getting vocal about the local scene, and supporting the pub's offerings, featuring images of beer bottles, a coffee cup, a record, and a pizza box.

Case study