Visa USA announced today the launch of a new print and online advertising campaign, which marks the latest phase of the "Life Takes Visa" brand advertising platform. The collaborative new campaign uses print and online channels as well as specific merchant partnerships to enhance value for cardholders. The multimillion-dollar campaign also includes an innovative online consumer destination that will provide consumers access to whatever "Life Takes."
"Visa is committed to empowering cardholders to do what they need to do, want to do and never thought possible by offering them real value in the categories they are most passionate about," said Kevin Burke, head of U.S. marketing, Visa USA. "The next phase of the "˜Life Takes Visa' platform continues this commitment by inspiring consumers to experience all life has to offer through exclusive access to unique merchant discounts and content in areas such as retail, dining, travel and entertainment."
The "Life Takes Visa" print and online campaign is another way that Visa extends value to both consumers and merchant partners. Visa has aligned with merchants in distinct categories, such as travel and retail, to offer consumers co-branded exclusive offers and content. Partners such as Banana Republic, Sony and NFLShop.com will provide discounts available only to Visa cardholders that will be featured online throughout the entire campaign as well as in upcoming print executions during the holiday timeframe.
"As a global, accessible luxury brand that delivers the best in city style, Banana Republic is proud to be partnering with Visa on this campaign," said Aimee Lapic, VP Brand Management, Banana Republic. "This partnership is the perfect way for us to connect with Visa cardholders and empower them to live everyday life with style."
Campaign Overview
The multimedia campaign kicks off with print advertising in the October issues of national publications, including InStyle, HarpersBazaar, GQ, Gourmet and more. Each one-page print ad is designed to visually interpret through iconic imagery how Visa plays a role in the lives of cardholders by providing everyday value in categories such as travel, dining, retail and entertainment. Co-branded ads that incorporate specific merchant offers from Banana Republic, Sony and NFLShop.com will also roll out in select publications in November and December.
The campaign also features an online marketplace at lifetakesvisa.com, designed to serve as a "digital magazine" of deals and content. The content-rich site allows consumers to engage in categories that interest them most and will provide tangible ways to enhance and embrace life experiences through Visa and relevant merchant partners.
About Visa USA
Visa USA is a leading payments brand and the nation's largest payments system, enabling banks to provide their consumer and business customers with a wide variety of payment alternatives tailored to meet their evolving needs. Visa USA is committed to increasing the choice, convenience, acceptance and security of Visa payments for all stakeholders - financial institutions, cardholders and merchants. In the United States, more than 521 million Visa-branded cards have been issued by our 13,320 financial institution customers.
Visa products generated nearly $1.8 trillion in total volume in the United States through March 2007 and enjoy unsurpassed acceptance around the globe. For more information, visit www.visa.com.
EDITOR'S NOTE: Visuals from the new campaign, including print ads and online screen shots, are available upon request.
