Visa introduces first global advertising campaign

03 March 2009

Visa Inc unveiled its first global advertising campaign yesterday, "More people go with Visa," reflecting the company's evolution to a single, global company.

The new campaign enables Visa to align its worldwide marketing under a single theme that highlights the superior value Visa delivers versus cash and checks - including more security, more control and more convenience. The campaign also enables Visa to achieve cost efficiencies by consolidating its global marketing efforts.

The "More people go with Visa" campaign made its debut yesterday globally; television advertising launches in the United States on 4 March. The "More people go with Visa" campaign focuses on Visa's core growth strategy -- migrating consumer and business spending from cash and checks to a better form of electronic payment, Visa.

The campaign establishes a single global marketing message that will be executed locally for maximum relevance, delivering Visa's global message in an efficient and cost-effective way.

"Visa gives people the ability to take action - the actions that are most important to them," said Antonio Lucio, chief marketing officer of Visa Inc. "The 'More people go with Visa' campaign is an invitation to make the most out of life every day, a powerful message. It's not about spending more, it's about using Visa for those things that are important to you every day."

By focusing on encouraging Visa usage over cash and checks, the campaign helps grow the payments business of Visa's financial institution clients. At the same time, it better enables them to focus their marketing efforts on differentiating their Visa products from those of competitors while strengthening their customer relationships.