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MasterCard readies World campaign

Credit card company MasterCard will begin a new advertising campaign called "World" on April 4 that is intended to promote the usefulness of the card to a family traveling overseas. The campaign, developed by MacLaren McCann, will include television and print advertising, as well as retail and online materials, public relations and social media activities. The creative features Instagram-style photographs of items such as food, vacation views and fashion items. The effort also includes a contest component during which consumers who upload photographs of their purchases to Instagram and Twitter will be entered into a draw for a prepaid MasterCard. Media buying is being conducted by Universal McCann.

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