MasterCard launched on Monday its Priceless Africa campaign in Nigeria—part of the Priceless Cities program—to reward Nigerian consumers with exclusive offers and experiences.
Through its campaign, MasterCard seeks to reward consumers who have adopted mobile, cashless payments—the country has made significant progress towards becoming a cashless economy, partly the result of efforts by Nigerian central bank to encourage cashless payments.
“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,” Daniel Monehin, the president of MasterCard’s Sub-Saharan Africa division, said. “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 campaign also seeks to make the country a destination for leisure and business travelers.
“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,” Monehin said. “According to the MasterCard Global Destination Cities Index, Lagos was in the top 5 of the most visited cities in Middle East and Africa and registered 2.2 million international overnight visitors in the second quarter of 2013. 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.”