MasterCard Invites Consumers on a Priceless Escape to `Break in a Pair of Jeans` This Summer

National Campaign Rewards Cardholders with Priceless Escapes and a Pair of Jeans
to Break in Along the Way

PURCHASE, N.Y.--(Business Wire)--
Every pair of jeans tells a story. Whether flare, boot cut, skinny or
stonewashed. No matter what type of jeans people wear, everyone has a favorite
pair that reflects who they are, expresses personal style and helps them enjoy
time making memories with family and friends. And since people are not traveling
as often these days, but still desire to, the "MasterCard 2009 Break in Your
Jeans" campaign is rewarding cardholders with an opportunity to win a personally
designed travel experience with those they cherish most, and a pair of jeans to
break in along the way.

By using their MasterCard cards for everyday purchases between July 1, 2009 and
August 31, 2009, cardholders are automatically entered for a chance to win a
"priceless" escape and a pair of jeans to break in during their trip. Nine Grand
Prize winners -- one per week throughout the promotion -- will receive a pair of
jeans and a five-day/four-night trip for the winner and three guests to a
destination of the winner`s choice. In addition, 62 First Prize winners will
each receive a new pair of jeans and a weekend escape for two courtesy of
MasterCard, American Airlines and Hyatt Hotels and Resorts. Consumers can also
enter once a day for a chance to win by visiting www.priceless.com/jeans or by
texting keyword "WIN" to "77257." Each MasterCard PayPass tap purchase garners
cardholders an additional entry.*

"The `Break in Your Jeans` campaign reflects the ongoing MasterCard commitment
to reward cardholders with the things that matter most to them in their daily
lives," said Chris Jogis, senior vice president of Consumer Marketing for
MasterCard Worldwide. "That`s why we`re combining the comfort and personal style
a pair of jeans represents, with an adventure to break them in - a chance for
cardholders to enjoy just being themselves, spending time with people they care
about and creating fun memories that will last a lifetime."

"MasterCard 2009 Break in Your Jeans" is a multi-tiered integrated marketing
campaign that includes a new :30 Priceless television spot breaking July 1, 2009
produced by McCann Erickson NY that features classic scenes of pop culture icons
in jeans -- from Marilyn Monroe and Marlon Brando to The Ramones and Carlos
Santana. The voiceover questions whether they might look better in different
styles, such as pleated slacks, Capri pants or khaki shorts and ends with "The
perfect pair of jeans: Priceless." In addition, the program includes print,
radio, online and out-of home advertising, as well as a mobile texting
component. The web portal, developed by MRM Worldwide, where consumers can learn
more about the campaign and can register online for a chance to win is located
at priceless.com/jeans.

Creative for the MasterCard "Priceless" campaign is driven by McCann
Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Robert Frost,
SVP, Group Creative Director, Michele Raso, SVP Creative Director, Greg Lotus,
SVP, Executive Producer.

MRM Worldwide/New York team members: Greg Kaplan, SVP, Group Creative Director;
Jon Rubino, Director of Multimedia and Motion Design; Danny Wang, Technical
Lead.

* No purchase or text necessary to enter or win. Void where prohibited.
PIN-based & international transactions ineligible. Standard text messaging rates
apply. Starts 7/1/09. Ends 8/31/09. Restrictions apply. Visit
priceless.com/jeans or call 1-800-MC-ASSIST for Official Rules & complete
details.

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.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5996063&lang=en

MasterCard Worldwide
Tristan Jordan, +914-249-5724
tristan_jordan@mastercard.com
or
Taylor
Bryan Kirsch, +212-714-5713
bkirsch@taylorpr.com

Copyright Business Wire 2009