Visa launches travel-themed integrated campaign

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Visa has launched an integrated marketing campaign to promote its products to travel enthusiasts during the peak summer travel season. The effort includes a sweepstakes, digital and social media components, TV ads and a Facebook application.

The financial company worked with TBWA\Chiat\Day on the TV and social media elements and AKQA on digital. OMD is managing media strategy and planning.

The campaign “enhances a consumer's travel experience from planning to sharing,” said Alex Craddock, head of North America marketing at Visa, via email.

The effort's social media application, “Memory Mapper,” uses Google Maps and consumer-submitted photos, videos and captions to create a digital scrapbook of the trip. Consumers can enter the locations where photos were taken, write captions, and add music that personifies the vacation, then share the album through email, Facebook and Twitter, the company said.

The “Trip of a Lifetime” sweepstakes gives consumers the chance to win $100,000 for a vacation. TV and digital advertising will promote the sweepstakes by profiling one family's Tahiti vacation, the company said.

Visa cardholders in the US will be automatically entered in the sweepstakes. Craddock said Visa will not use customer information to remarket.

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