MASTERCARD: LOCALLY FAMOUS

A campaign designed to peel back the tourist veneer and show the real Sydney. We took people away from the over-exposed global icons and redirected them toward the city’s hidden gems; the local merchants and back-street spots that give the city its soul. By turning these quiet local favourites into ‘destinations’ and backing them with exclusive Mastercard offers and digital guides, we moved the focus from selfies to sales. It was a high-fidelity way to support small businesses while giving cardholders a more authentic experience.