MasterCard Launches Priceless Africa, Rates CBN’s Cashless Successful

By end of Q4, 2013 Nigeria’s gross domestic product (GDP) ranking would have surpassed South Africa’s and making the oil rich West African nation the largest economy in the continent;  Daniel Lanre Monehin, division president, Sub-Saharan Africa at MasterCard stated however stated that it does not change the fact that the former Apartheid enclave remains the most advanced economy in Africa.

Speaking at the MasterCard’s launch of its ‘Priceless Africa’ campaign in Lagos, Monday night, Monehin said Nigeria’s rising global profile cannot be ignored.

He noted that the MasterCard Global Destination Cities Index, in Q2, 2013 had Lagos in the top 5 of the most visited cities in Middle East and Africa and registered 2.2 million international overnight visitors. Nigeria is a strategic country for MasterCard and through the priceless opportunities we create for residents and overseas visitors, we aim to bring out the depth of African warmth and hospitality,” said Monehin.

Monehin noted that MasterCard’s Priceless Africa campaign a part of the global Priceless Cities campaign that aims to reward consumers in Nigeria for their loyalty and to enhance their journey towards embracing cashless transactions.

Nigeria will be joining the current 26 MasterCard Priceless destinations across the globe, as consumers get to enjoy the best in travel, attractions, sports, dining, shopping and entertainment.  

Nigeria has been making great strides in the transition towards becoming a cashless economy, owing to the drive by the Central Bank of Nigeria (CBN). 

Through the Priceless Africa campaign, MasterCard aims to reward consumers who have adopted cashless transactions and are already benefiting from the  “Nigeria already appreciates the immense benefits that cashless transactions have to offer and the Priceless Africa launch could not have come at a better time, when more and more consumers are adopting electronic payments. As we make strides towards a world beyond cash in Nigeria and across Africa, we create opportunities like these to reward our valued consumers with unrivalled experiences that help them pursue their passions and encourage a continual shift from cash to electronic payments.”
 
The Priceless Africa campaign also aims to make Nigeria an attractive destination for visitors travelling to the country for business or leisure. It will also give Nigerian cardholders access to a plethora of experiences and offers in their preferred travel destinations around the world.
 
“We understand that many international visitors are coming to Nigeria for business and leisure so we want to create a conducive environment to experience all that this great country has to offer.
 
Concurring, Tarek Abdelnabi, vice president, Marketing, Sub-Saharan Africa, MasterCard said:  “We are delighted to introduce the Priceless Cities platform to our consumers across the region, as an appreciation of their loyalty and engagement. We are working closely with our local partners to enhance Nigeria’s reputation as a global destination, by creating unique experiences for residents and tourists. MasterCard places its consumers at the core of all it does; and by making their experiences in Nigeria or around the world unforgettable and priceless, we are doing just that.”
 
Some of the experiences and offers that consumers will enjoy in Nigeria vary from luxurious beach retreats, food and dining discount offers at selected restaurants, unforgettable entertainment experiences, travel and shopping experiences from around the world, and access to exciting sporting events.
 
Priceless Africa is part of MasterCard’s Priceless Cities platform, which was initiated in New York City in July 2011.

This campaign will be extended to other countries in Africa, with the aim of connecting consumers through Priceless experiences across the continent.

The launch of Priceless Africa follows the launch of Priceless Arabia in Dubai in September.