MasterCard Launches Integrated Marketing and Consumer Education Efforts Focused on U.S. Hispanic Consumers

Elements of Integrated Campaign include a new "Priceless" Advertising Spot and
Financial Education Grassroots Tours in Partnership with Univision and the
Hispanic Heritage Foundation
PURCHASE, N.Y.--(Business Wire)--
MasterCard Worldwide today announced a marketing and consumer education campaign
that speaks directly to U.S. Hispanic consumers. As part of its ongoing efforts
to educate consumers about the value of its myriad of payment products,
MasterCard released a new 30-second Spanish language Priceless commercial
entitled "Quebradita." The commercial emphasizes how consumers can better manage
their money through the use of debit and prepaid MasterCard cards. Translated as
"little break," quebradita is a modern, acrobatic Latin American dance style
recognizable by its western clothing, hat tricks and daring flips.

"Hispanics are the largest and fastest growing ethnic group in the U.S.
representing about 15% of the total U.S. Population, according to the U.S.
Census. As we look to continue to bring value to Hispanic consumers, it is
important for MasterCard to be speaking in their language in channels that are
relevant to them," said Chris Jogis, senior vice president, US Consumer
Marketing. "Our campaign, coupled with our grassroots education efforts, is
designed to build an emotional connection with consumers, first through our
advertising, and then by speaking directly with them at a local level through
community organizations that they know and trust."

The integrated campaign informs and educates U.S. Hispanics on the many
benefits, including budget control features, that MasterCard products,
specifically prepaid and debit MasterCard cards, offer.

"Many U.S. Hispanic consumers still rely on cash as their primary tool for
managing finances, and in doing so are not able to take advantage of the
convenience, security, and cost-savings that electronic payments can offer,"
explained Laura Kelly, senior vice president, Global Prepaid Product Solutions.
"Understanding the benefits of products like Everyday Prepaid MasterCard cards,
which once registered, can enable online purchases, access to ATMs, direct
deposit of pay checks, and with Zero Liability* protection for unauthorized
purchases, are safer to carry than cash, is an important step toward taking
advantage of financial options that make life easier. Our community-based
efforts reinforce this through an emphasis on strong financial literacy."

MasterCard recognizes that financial education and awareness is important for
all segments of the population. To help contribute to the financial education of
Spanish speaking U.S. consumers, MasterCard has developed a grassroots financial
education series and will partner with Univision Communications, Inc., the
nation`s leading Spanish-language media company to tie-in to Univision's
successful financial literacy program "Cuentas Claras" (Clear Finances). Through
this effort MasterCard will leverage elements across Univision`s television,
radio, and online platforms including grassroots financial education events
conducted in several cities in the country with a strong U.S. Hispanic
population footprint. The series is designed to build financial literacy among
US Hispanics by informing and educating them at various touch points with
information on the different financial products that are available to help them
manage their finances more effectively and efficiently. Additionally, Julie
Stav, Univision`s financial expert, will be on hand at various grassroots events
to provide tips on how to balance a budget, understand credit and save for one`s
future.

MasterCard has also partnered with the Hispanic Heritage Foundation, the sponsor
of the Hispanic Heritage Awards and Hispanic Heritage Youth Awards, and other
organizations, who will provide support on-site at additional community events
conducted in U.S. cities with a strong U.S. Hispanic population footprint. These
events will also focus on important principles of better financial management
and emphasize the benefits of debit and prepaid payment options.

"Quebradita," which features the International Quebradita Dancing Champions,
will hit the airwaves across the country on Hispanic television in 11 key U.S.
markets where there is the highest concentration of Hispanic consumers: Chicago;
Dallas; Harlingen, TX; Houston; Los Angeles; Miami; New York; Phoenix;
Sacramento; San Antonio; and San Francisco.

In addition to the TV spot, MasterCard has also created Spanish-language radio
advertising, out-of-home and on-line advertising to extend the campaign across
relevant channels. MasterCard will also continue to build on its robust online
presence, www.mastercardenespanol.com, where U.S. Hispanic cardholders can find
useful information on MasterCard offerings available to Hispanics to help manage
their financial needs.

*Certain exceptions apply. For terms and conditions, see
www.mastercard.com/zeroliability.

Creative for the MasterCard "Priceless" campaign is driven by McCann
Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Tim
Dillingham, SVP, Creative Director; Mark Gonzalez, Creative Director; Sally
Hotchkiss, SVP, Executive Producer.

About MasterCard Worldwide

MasterCard Worldwide advances global commerce by providing a critical economic
link among financial institutions, businesses, cardholders and merchants
worldwide. As a franchisor, processor and advisor, MasterCard develops and
markets payment solutions, processes approximately 21 billion transactions each
year, and provides industry-leading analysis and consulting services to
financial-institution customers and merchants. Powered by the MasterCard
Worldwide Network and through its family of brands, including MasterCard,
Maestro and Cirrus, MasterCard serves consumers and businesses in more than 210
countries and territories. For more information, go to www.mastercard.com.

MasterCard Worldwide
Tristan Jordan, +914-249-5724
Tristan_jordan@mastercard.com
or
Taylor
Casey Cotton, +212-714-5715
ccotton@taylorpr.com

Copyright Business Wire 2009