Visa Launches Global Olympic Campaign
Visa today announced the global launch of its Olympic-themed marketing campaign for the Vancouver 2010 Olympic Winter Games, Go World. This global campaign, which features television, digital and out-of-home advertising, host market merchant activation programs and usage promotions, enables Visa to connect with cardholders and Olympic and Paralympic Games fans to drive preference for and usage of Visa products worldwide.
"Go World builds on the concept that ran so successfully in the United States during the Beijing 2008 Olympic Games,” said Antonio Lucio, Chief Marketing Officer of Visa Inc. "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 customized 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 (Team Visa – Vancouver).
The first spot, entitled "Get Closer,” connects directly with fans through a new Olympic-themed usage promotion. When United States cardholders use their Visa card between November 1 and December 31, 2009, they will be automatically entered for a chance to win a trip for four to the Vancouver 2010 Olympic Winter Games.
The campaign will also include an extensive website, 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, an Olympic sponsor since 1986, recently extended its partnership with the IOC through the 2020 Summer Olympic Games.