In the ramp up to the 2010 Winter Games in Vancouver, Visa is taking its “Go World” campaign global after successfully launching it in the U.S. for the 2008 Beijing Summer Olympics.
The campaign includes TV spots, digital, out-of-home, merchant activation programs and promotions to drive transactions and volume and, when activated overseas, will be localized in Canada, Russia, Japan, Korea, China and Latin America.
“What we have seen is that this sponsorship has helped us build our business over time,” Jennifer Bazante, the head of global brand marketing at Visa, said. “Sponsorships are fantastic opportunities that we can extend to our banks that issue Visa cards and merchants that accept Visa cards.”
Visa long ago found success with sports sponsorships, which provide a wide range of venues to conduct promotions combined with millions of energized loyal fans. It began its relationship with the Olympics in 1986 and recently extended its long-time partnership with the National Football League through 2014. It is also a FIFA World Cup sponsor.
“In 2008 in Beijing, we had 573 clients in 41 countries pick up the Beijing assets and run promotions directly for their customers. So this just shows the power of the sponsorship,” Bazante said.
The first in a series of TV spots broke in the U.S. Nov. 1. Viewers see that they can “Get Closer” to the games by using their Visa cards. Cardholders that use the cards Nov. 1 to Dec. 31 will be automatically entered for a chance to win a trip to the Winter Games. A second spot, “Anthem,” begins running in a few weeks and begins to build anticipation for The Games.
Visa is also tapping into some of the most endearing and memorable moments in the Olympic and Paralympic Games—the athletes’ personal stories.
At the dedicated Web site, a comprehensive blend of content, video and promotional offers and product information sets the stage for the excitement leading up to The Games and Visa’s product push. Videos will show athletes training, as well as their personal stories. Visitors can download athlete photos and training playlists. The Team Visa athletes featured include, Julia Mancuso (alpine skiing), Lindsey Jacobellis (snowboard, snowboard cross), Ryan St. Onge (freestyle skiing, aerials), Angela Ruggiero (ice hockey) and Paralympian Alexi Salamone (ice sledge hockey). The Web sites in Canada and Russia will be customized by those countries and their athletes.
Much of the content will also be available on mobile phones.
Athlete widgets can be downloaded and posted on social media sites. Visa cardholders will have access to special savings.
To support the program, many national and international merchants are installing P-O-P materials.
“This is the type of property that marketers just dream about having,” Bazante said. “It’s a wonderful property that has such fantastic values and what a difference these types of events make in the world as well.”
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