Visa has taken its Olympic story to New York City.
In a bid to expand its overall Olympic Games marketing at a time when excitement is building in anticipation of the opening of The Games on Feb. 12, Visa has launched a major media event in New York’s Grand Central Terminal and ramped up social networking efforts.
Visa, an Olympics Games sponsor for more than 20 years, has covered the subway corridors within the terminal with 3D video and static images, all related to its Go World campaign. The campaign celebrates athletic achievement and historical Olympic triumphs.
The month-long initiative includes more than 100 media elements. The 8 x 14 foot 3D screen, the most notable, includes audio and will broadcast two 60-second Go World TV spots. Column wraps, posters, wallscapes, beam panels, soffits and stair risers add to the sentiment that Go World has invaded the terminals. Most of the creative promotes the Visa Olympic Winter Games Trip for Life Sweepstakes.
To view the 3D video, street teams will hand out 3D glasses during specific show times.
On the social media front, Visa’s Go World YouTube channel has been overhauled and will offer fans a chance to view six new commercials featuring Team Visa Vancouver athletes and Olympic legends before they air on network television. And beginning today, Facebook fans will start receiving regular updates and information on the athletes leading up to and during The Games, including behind-the-scenes training videos and photos.
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