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VISA DEBUTS TELLURIDE AD CAMPAIGN

 SAN FRANCISCO, Oct. 7 /PRNewswire/ -- A new television commercial from Visa U.S.A. begins airing nationwide this week, featuring Colorado's Telluride Ski Resort, where they'll "let you take 'The Plunge,' but they won't take American Express."
 The Telluride spot, produced by BBDO in New York, is the latest in Visa's winter-themed ad campaign. Earlier this month, Visa launched new Olympic TV and print ads to promote its Winter Olympic sponsorship and fund-raising program for U.S. Olympic athletes. To support the new Telluride television campaign, Visa will also run a print advertising and direct mail campaign using the theme "Telluride Prefers Visa."
 "Telluride Ski Resort is a perfect choice for Visa because it is a magnificent spot for skiers and it is a unique merchant that does not accept American Express," said Jan Soderstrom, senior vice president, Visa U.S.A. "As a sponsor of the U.S. Ski Team and the Winter Olympic Games, Visa wanted to feature a merchant that would build viewer excitement for winter sports, particularly skiing."
 "We expect the Visa campaign to propel us to a new level of national awareness," said Mike Hess, vice president of marketing for the Telluride Ski Co. "With the upcoming airing of the commercial, we've hired three additional reservationists solely to anticipate the influx of consumers interested in booking ski vacations with their families to Telluride."
 Hess added that viewers will see in the commercial the dramatic beauty of what SKI magazine's readers describe as the most beautiful ski area in North America. Hess asserted that most families will agree with jazz-great Dizzie Gillespie's sentiment about Telluride: "If Telluride ain't paradise, then heaven can wait."
 Telluride becomes the latest in a long line of unusual or prestigious merchants featured in Visa's "It's Everywhere You Want To Be" campaign. All merchants featured in the advertisements accept Visa for payment but do not honor the American Express card. With 10.5 million acceptance locations, Visa is accepted in almost three times as many places as American Express.
 Visa is the largest consumer payment system in the world with 309 million cards issued worldwide, including 152 million in the United States. A worldwide Olympic sponsor since 1986, Visa sponsors the U.S. Ski Team, the U.S.A/Visa Decathlon Team, the U.S. Figure Skating Team and the U.S. Gymnastics Team.
 -0- 10/7/93
 /CONTACT: Brad Hennig of Visa, 415-432-2435/


CO: Visa ST: California, Colorado IN: ADV SU:

TM -- SF001 -- 9710 10/07/93 11:01 EDT
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Publication:PR Newswire
Date:Oct 7, 1993
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