Visa integrated campaign ties to Vancouver Olympic Games

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Visa is conducting an integrated campaign for the 2010 Olympic Games in Vancouver to urge consumers to use the company's credit and debit cards while traveling there.

The effort builds on Visa's effort for the 2008 Beijing Olympic Games, which used the tagline, “Go World.” The initiative follows the recent extension of Visa's Olympic Games sponsorship through 2020. The effort, which launched November 1, runs through February, when the games are scheduled to take place.

The goal of the campaign is both customer acquisition and retention. “We are trying to drive preference for usage of Visa products,” said Jennifer Bazante, head of global brand marketing at Visa. The company is working with TBWA/Chiat/Day on the effort.

The effort features digital and out-of-home advertising, as well as merchant partnerships and television spots. Visa's digital efforts feature an athlete-focused Web site, which has behind-the-scenes photos and videos of Olympians in training.

“It gives people the opportunity to know a little bit more about the athlete,” said Bazante.

In addition to videos and photos, athlete widgets are available for download and posting on social media networks. The Go World online content will also be customized for fans in Canada and Russia.

The site also includes a list of exclusive merchant offers from partners including The Hilton Family in New York City, CoSport, Finish Line, Alamo Rent A Car and National Car Rental.

Visa is also running a sweepstakes promotion in conjunction with the effort. When US cardholders use their Visa cards between November 1 and December 31, they will automatically be entered for a chance to win a trip for four to the Vancouver Games.

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