Village and Mastercard partner up for fresh visitor experiences

Village Roadshow has joined forces with Mastercard to provide new experiences for cardholders across its cinema, theme park and entertainment properties.

The new partnership comes into effect on 15 June to coincide with the launch of the Topgolf experience on the Gold Coast, but will also see dedicated campaigns rolled out across Village’s national entertainment footprint. These will include integrated offers, promotions and activations designed to reward and celebrate Mastercard’s Australian customers as they transact onsite.

The partnership is one of the first group-wide business agreements for Village Roadshow. Its general manager of sales and marketing, Mohit Bhargava, said it’s the result of an evolution of the business approach around commercial partnerships and sponsorship.

“This partnership represents the 'OneCo' vision set out as part of our strategic plan to maximise value for our group and our strategic partners by aligning all our relevant assets into group-wide alliances,” he said.

“Village Roadshow holds a truly unique suite of assets nationally, entertaining millions of Australians every year. We are thrilled to be partnering with Mastercard, who is committed to offering Priceless experiences to cardholders which only amplifies the experience our guests have with us.”

Mastercard VP and head of business development, Surin Ferando, noted Village’s portfolio of theme parks, cinemas and film distribution as world-class entertainment assets.

“Mastercard is continually exploring new opportunities to celebrate the cardholder so we are incredibly excited about the Priceless experiences this partnership will offer,” he said.

Read more: How cross-functional brand building at Village Cinemas has lifted customer experience success

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