Tuesday, May 11th, 2010 - MasterCard Worldwide
Innovative Digital Guide Customized for Domestic and Foreign Tourists During Expo

Shanghai, May 11 2010 – MasterCard today launched the “Flavors of Shanghai” campaign which will take place throughout 2010 Shanghai World Exposition –May 1 to October 31, 2010. The campaign offers countless priceless experiences during the Expo and enticing dining offers for MasterCard cardholders, be they domestic or foreign visitors.

”Flavors of Shanghai” is unique in that it features an innovative digital platform such that a trove of exciting experiences are just a click away. MasterCard partnered with Apple Apps and Android Market to bring visitors a digital guide that features: a handy list of dining deals in 7 separate categories – time-honored and famous; trendy Chinese fusion; China snacks; private home restaurant, restaurant with performance; homesick restaurant; and bars, coffee, shop and dessert house – and a suite of exclusive offers for MasterCard cardholders; a priceless guide to the Expo; and an ATM locator – all in a single app.

“Flavors of Shanghai” specifically caters to visitors’ needs. As an international city and gateway to China, Shanghai brims with rich culture and dynamism, not to mention a wide array of global cuisine. With each participating restaurant offering a unique deal, visitors can indulge in priceless dining moments.

In the latest MasterCard survey on travelers’ preferences and habits during the Shanghai Expo, it was discovered that an overwhelming 80% of travelers are looking forward to the food in Shanghai, and 74% of travelers regard food as one of their reasons to visit Shanghai. The survey also revealed that World Expo 2010 (49%), Shanghai Museum (46%), and Nanjing Road Shopping Belt (45%) are the most popular destinations for perspective overseas visitors. “Flavors of Shanghai” accurately addresses the need of overseas visitors by providing guide for dining locations, and Expo information.

While about 70% of respondents look for travel information by themselves, the survey also showed that 41% of travelers are concerned with the abundance of travel information and a significant percentage of respondents from the US (37%), Hong Kong (37%) and Taiwan (35%) expect to use their mobile phones to obtain travel information. MasterCard's digital platform provides the exact tool the visitors are looking for in Shanghai to guide their dining in the city and identify the best offers.

The survey interviewed over 1,000 travelers who have been to Shanghai or intend to visit the city in the US, Japan, Korea, Hong Kong and Taiwan, and found out that nearly half of the travelers (44%) will use credit card as their payment tool. Over 50% of all travelers think language is the biggest issue, which is especially high for travelers from non Chinese-speaking countries (US: 81%, Japan: 75%, Korea: 79%), and the multi-language mobile platform provided in “Flavors of Shanghai” becomes a good solution for inbound travelers.

“As the world converges in Shanghai for the first-ever World Expo held in a developing country from May 1 onwards, MasterCard’s “Flavors of Shanghai” aims to inspire visitors to look for authentic Chinese experiences,” Ling Hai, executive vice president and general manager, Greater China, MasterCard Worldwide said, “MasterCard would like to thank our valued merchants who have supported us in this campaign. Merchants will also benefit as “Flavors of Shanghai” will turn patrons to not only seek out Shanghai’s flavors but articulate them, thereby creating word-of-mouth that money can’t buy.”

The campaign, “Flavors of Shanghai”, offers deals and five super offers from over 70 participating restaurants*. The five super offers** include:

• TMSK Xintiandi Restaurant

Use your MasterCard and enjoy 2-persons-for-the-price-of-1 offer when ordering a "TMSK Classical Set Menu" recommended by MasterCard (with value of RMB488).

• T8 Restaurant & Bar

Use your MasterCard and enjoy 2-persons-for-the-price-of-1 offer when ordering a 2-course Set Brunch.

• Lawry's The Prime Rib

Use your MasterCard, enjoy buy one and receive one complimentary on The Lawry Cut recommended by MasterCard (with value of RMB460).

• Häagen-Dazs (Xintiandi shop)

Use your MasterCard for a buy-one-get-one-free offer on any Häagen-Dazs ice-cream scoop.

• GODIVA Chocolatier

- Swipe your MasterCard when making a one-time purchase worth RMB380 or more and receive a 2-piece chocolate gift box.

- Swipe your MasterCard when making a one-time purchase worth RMB700 or more and receive a 4-piece chocolate gift box.

Cardholders simply need to search the Apple iTunes Store or Android Market for “Flavors of Shanghai 2010” to download to their phones, or visit the MasterCard website – sh.mastercard.com – or WAP site at m.mastercard.cn.
So come and savor all the flavors of Shanghai and be immersed in priceless experiences now!

*Please see attached for more information on deals and offers, and a list of participating restaurants.
**Special offer is limited and available on a first-come-first-served basis. Please check with specific merchants for more terms & conditions.

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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 over 22 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. Follow us on Twitter: @mastercardnews.
Linda Lee
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M: 97647083
W: www.mastercard.com

Ms. Georgette Tan

P: 63905971

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MasterCard Flavours of Shanghai

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