I wanted to congratulate and thank MasterCard Canada, for their generous donation to the City of Toronto, helping ease a municipal budget shortfall and ensuring our outdoor public skating rinks can open in early December, in time for the holiday season.
It’s a great example of leadership trumping politics; a case study in corporate social responsibility matching community interest. And it’s such a simple, yet utterly compelling story.
Kevin Stanton, president of MasterCard Canada, moves to Toronto with his family in 2003. One of his first ‘priceless’ moments is watching kids playing shinny at a local rink. Fast forward to 2007, the outdoor rinks in danger of a late opening (despite the fact that the City still has to cover the workers’ pay). Stanton comes to the rescue by offering to donate the full amount ($160,000) with no strings attached. And he gives credit to his team for the idea.
Yes, MasterCard got a lot of ink for the announcement. But I think they deserved it. And at least two media outlets referenced the ad tagline.
From a PR perspective, I can only sit on the sidelines, slightly green with envy, and admire the way it played out. MasterCard scored an overtime goal and credibly brought their corporate tagline to life.
It almost makes me more sympathetic to high interest rates.