MasterCard promotes PayPass
By Adnews Staff
MasterCard has begun a marketing campaign to promote its PayPass Summer Program. The campaign, developed by MacLaren MaCaan with support from Environics Communications and Marketel, focuses on the time-saving benefits of the PayPass system. It makes use of newspaper advertising in the form of word search and Sudoku puzzles that will run in the Globe and Mail as well as various local papers each long weekend of the summer. The campaign also includes radio, billboard and transit advertising, as well as a website at <http://www.mastercard.ca/paypass>. The website was produced by Armstrong Partnership. The company has also begun a media relations initiative called the "Cottage Commute Survival Guide" that provides advice to cottage-goers.