MUMBAI: Credit card major Visa, a Worldwide Olympic Games sponsor for more than two decades, has announced the global launch of its Olympic-themed marketing campaign for the Vancouver 2010 Olympic Winter Games.
Themed Go World, the global campaign, which features television, digital and out-of-home advertising along with hosting market merchant activation programmes and usage promotions, will enable Visa to connect with cardholders and Olympic and Paralympic Games fans to drive preference for and usage of Visa products worldwide.
This launch follows the recent extension of Visa’s Olympic Games sponsorship for another eight years - through 2020 - enabling Visa’s financial institution clients and merchant partners to continue to build strong relationships with their customers through unique Visa marketing programmes.
Visa CMO Antonio Lucio says, "Go World builds on the concept that ran so successfully in the United States during the Beijing 2008 Olympic Games. To connect with Olympic fans globally, we’ve taken this platform and created a campaign that transcends borders, resonates with fans’ sense of national pride, builds our own business and that of our clients, and advances the spirit of the Olympic Movement"
The Go World campaign celebrates athleticism and human triumph through unique athlete stories. It features a wintry blue tone throughout all creative executions and will be customised to maximize local relevance in key markets. The campaign also includes merchant offers, enhanced social media applications and a deeper focus on Visa-sponsored athletes.
US Television Advertising and Customization: Recently Get Closer, the first of several television commercials, aired in the US. Get Closer looks to reinforce Visa’s history of supporting Olympic and Paralympic hopefuls and connects directly with fans through a new Olympic-themed usage promotion. When US cardholders use their Visa card till 31 December, 2009, they will be automatically entered for a chance to win a trip for four to the Vancouver 2010 Olympic Winter Games.
The second spot, Anthem will air in the coming weeks to build anticipation for the games with images of a burning Olympic Cauldron and a montage of iconic Olympic Games moments to remind viewers of global commonalities and the power of the Olympic Spirit.
"When we introduced More people go with Visa earlier this year, we focused on people taking action - and the role of Visa in that action. No group embodies this concept of empowerment more than the thousands of Olympic and Paralympic athletes chasing their Olympic dreams" adds Lucio.
Upcoming creative executions of Go World will feature Olympic and Paralympic athletes of the past and present - including a series of television commercials during NBC’s broadcast of the 2010 Winter Games in the United States, where Visa will enjoy category exclusivity for the duration.
Similar to More people go with Visa, elements of the Go World campaign will be localized in Canada, Russia, Japan, Korea, China and Latin America to strengthen the campaign’s relevance in those markets.
US Go World Web Site : Visa’s efforts in the digital space also put the athletes at the center, offering cardholders and Olympic and Paralympic Games fans a unique glimpse at the personal journey of these hopefuls. By providing this behind the scenes access, Visa reinforces its role in the Olympic Movement and strengthens its relationships with millions of Olympic and Paralympic Games fans worldwide.
The campaign will also include a site which contains exclusive merchant offers, behind the scenes Team Visa - Vancouver training videos, downloadable photos of athletes in action, and athlete training playlists with songs available for purchase.
Athlete widgets will be available for download and posting on social media networks such as Facebook and Twitter. Visa has also worked with its network of merchant partners to provide offers to Visa cardholders as they prepare for the Vancouver 2010 Olympic and Paralympic Winter Games.
The Go World online content will also be customised for Olympic and Paralympic Games fans in Canada and Russia.
