brand partners
Posted by Stephanie Startz on November 19, 2009 09:48 AM
It’s everywhere you want to be. And so is the ad campaign.
Visa, announcing the extension of their Olympic sponsorship through 2020, has debuted the brand’s first global ad campaign for the Vancouver 2010 Games. After the success of the “Go World” campaign in the United States during the Beijing 2008 games, "Go World" has been adapted for international markets.
The campaign will use television, digital and out-of-home advertising, social media and incentive promotions to connect with cardholders and fans, hoping to foster brand loyalty.
According to Visa CMO Antonio Lucio, the campaign's goal is to "connect with Olympic fans globally." He claims the new messaging "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."
"Get Closer," the brand's first US ad, reinforces Visa’s history of supporting Olympic and Paralympic hopefuls, and connects directly with fans through a new Olympic-themed sweepstakes for a trip to the 2010 Winter Games in Vancouver. Visa’s second spot, "Anthem," will air in coming weeks to build anticipation for the Games.
The Olympics have served Visa's brand well. But with the current economic downturn, consumers' eagerness to take on debt has waned, while credit card companies have become villains. Will the positive Olympics imagery pull sufficiently on cardholders' heartstrings? And if so, will it open their wallets?
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