Mastercard Celebrates Puerto Rican Culture with Esto es PR, Esto es PRiceless Campaign

First localized Priceless campaign in the Caribbean celebrates the soul, flavor, and rhythm of Puerto Rico 

Mastercard, a global technology leader in the payments industry, launched its first-ever localized Priceless campaign in the Caribbean. Esto es PR, Esto es PRiceless celebrates Puerto Rico’s magnetic culture, rich traditions, and vibrant community and brings Mastercard’s Priceless platform to life through a local lens, honoring what makes Puerto Rico unique. 

“Today marks a historic moment as Mastercard unveils its first localized Priceless campaign in Puerto Rico — an island where every beat, flavor, and smile tells a story,” said Michelle Romo, Vice President of Marketing and Communications for the North Latin America and Caribbean Division at Mastercard. “Esto es PR, Esto es PRiceless is a tribute to the Island’s vibrant spirit and cherished traditions. It celebrates everything that makes Puerto Rico unforgettable, for those who live it every day and for those who feel it during their visit on the island” 

About Esto es PR, Esto Es PRiceless  

Brought to life through immersive events, partnerships with local voices, outdoor activations, interactive billboards, and digital engagement, the campaign connects residents and visitors alike to the heart of Puerto Rico, in a heartfelt tribute to the people, stories, and landscapes that define Puerto Rican identity. From the vibrant rhythms of ‘bomba y plena’, to cultural celebrations, cooking gandules with grandma, sharing ice cream with friends at the beach, or enjoying morning coffee with a parent, the campaign captures the everyday moments that make life on the island truly special. It also pays homage to the Island’s natural beauty, with iconic settings like El Yunque serving as a backdrop to these authentic stories. 

“This campaign is a powerful tribute to Puerto Rico’s rich heritage and dynamic digital evolution,” said Pablo Cuarón, Country Manager for Mastercard Puerto Rico. “It reflects Mastercard’s commitment to leveraging innovation to support cultural identity, enhance tourism, empower local commerce, and create meaningful experiences and moments for locals and visitors alike.” 

Cultural Experiences and Benefits 

As part of the campaign, and thanks to the support and partnership of the Municipality of San Juan, Mastercard is offering cardholders special discounts, up to 20% off at participating merchants, while enabling social connections throughout San Juan with exclusive customer benefits and Priceless experiences. 

Cardholders using locally issued Mastercard products will enjoy a journey that is fully Puerto Rican—designed, delivered, and experienced on the Island. 

Summer Priceless Experiences Include: 

• Gastronomic Culture: 20% off when tapping with Mastercard at participating restaurants and kiosks located at Old San Juan, Santurce and Miramar.  

• Jangueo Zones: 20% off at social hotspots such as Placita Santurce, Lote 23, Trocadero, and Rio Piedras.  

• Entertainment & Concerts: 10% off on all concessions at El Coliseo when tapping with Mastercard. 

• Transportation: Tap your Mastercard to enjoy a free ride on the “Mastercard Circuit,” connecting key cultural destinations like Placita Santurce, Lote 23, Trocadero, and Rio Piedras.