Visa Launches New Campaign, Builds on Visa Signature's Leadership Among the "New Affluent".Speaks to Affluent Consumer's Desire for Experiences through the Print and Online Resources They Value SAN FRANCISCO San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden -- Everyone has a list of places they want to see or things they want to experience during their lifetime. Whether it's kissing the Blarney stone blarney stone whoever kisses the stone “will never want for words.” [Irish Folklore: Leach, 147] See : Talkativeness in Ireland, or sitting in the green room during the NFL Draft The NFL Draft (officially the NFL Annual Player Selection Meeting[1]) is an annual sports draft in which National Football League (NFL) teams take turns, through seven rounds[2] in Manhattan, Visa's new advertising campaign illustrates that these unique experiences and opportunities are more accessible than ever with the Visa Signature card. "Visa Signature Living," one of Visa USA's most significant campaigns this year, debuts today in targeted print and online media. The campaign will drive awareness, preference and loyalty for the Visa Signature card, the company's flagship product A primary product of a company, which is typically why the company was founded and/or what made it well known. For example, MS-DOS, Windows and the Microsoft Office suite have been flagship products of Microsoft. CorelDRAW is a flagship product of Corel Corporation. for "new affluent" consumers. The new affluent, Visa Signature's core audience, is defined by Visa as U.S. households with more than $125,000 or more in annual income. "New affluent consumers defy the traditional notions of affluence and want to get more for their hard-earned income," said Susanne D. Lyons, executive vice president and chief marketing officer, Visa USA. "Time is the new currency for this consumer and, as such, they seek more opportunities and easier access to rewarding and distinctive experiences. The Visa Signature Living campaign speaks to this consumer's desire for experiential opportunities over material possessions." Campaign Overview Part of Visa's ongoing "Life Takes Visa" brand campaign, the "Visa Signature Living" creative executions illustrate how the card empowers cardholders to do what they need to do, want to do and never thought possible. The campaign will appear nationwide through September 2007. Initial print executions will appear in national publications with the highest concentration of new affluent consumers in their readership, as well as targeted categories where Visa Signature cardholders report the highest usage such as restaurants, travel, food and home electronics. "The aspirational connections consumers forge with media such as Conde Nast Traveler, Wine Spectator Wine Spectator is a lifestyle magazine that focuses on wine. Founded as a newsprint tabloid by Bob Morrisey in 1976, it was purchased three years later by publisher Marvin R. Shanken. In 2005, paid circulation was over 382,000 and the magazine reached an estimated 2. , Golf Magazine, Vanity Fair, and Smithsonian is exponentially greater than traditional mass media targets. These associations are the building blocks of Visa Signature's marketing and reflect the type of insights into the new affluent demographic that have made this product a success," said Lyons. Print advertisements underscore Visa Signature's goal in providing cardholders unique access to experiences which resonate res·o·nate v. res·o·nat·ed, res·o·nat·ing, res·o·nates v.intr. 1. To exhibit or produce resonance or resonant effects. 2. with the target audience's desires. The first of several print executions features an aspirational list of activities, ranging from drinking a mint julep mint julep: see julep. at the Kentucky Derby Kentucky Derby One of the classic U.S. Thoroughbred horse races. It was established in 1875 and run annually on the first Saturday in May at Churchill Downs track in Louisville, Ky. With the Preakness and the Belmont Stakes, it makes up U.S. racing's coveted Triple Crown. to skiing fresh tracks at Deer Valley Deer Valley is an alpine ski resort in the Wasatch Range in the Park City area of northern Utah. Deer Valley is for skiers only, as it prohibits snowboarding. During the 2002 Winter Olympics Deer Valley hosted the freestyle moguls and aerial, and alpine slalom events. . The list of things to do in life is set against a background image of an individual relaxing in an infinity pool overlooking a mountainside and gulf. Copy encourages readers to "do everything on your life's list of things to do" by using the extraordinary benefits of Visa Signature. The online campaign includes targeted travel, food and dining, sports and leisure, and lifestyle Web sites. Additionally, content from select Web sites, such as www.nationalgeographic.com, www.epicurious.com, www.newyorker.com, and www.concierge.com, will also be integrated into www.visa.com/signature and www.visasignatureliving.com. This site will feature lists of aspirational activities, such as driving the Pacific Coast Highway Pacific Coast Highway may refer to:
Visa Signature Card Visa Signature cardholders use the card for the majority of their purchases - from everyday items to larger purchases, and want to be rewarded for their spend. From benefits that save time, to benefits that safeguard purchases, Visa Signature helps cardholders get the most out of life. In addition to a choice of numerous airline, hotel and other premium reward partners, cardholders enjoy access to round-the-clock complimentary concierge services through the Visa Signature Concierge, reservations at some of the hottest restaurants, as well as premium merchant offers and exclusive access to events like the Kentucky Derby, Super Bowl, or the Tony Awards. Visa cardholders are responding to the Signature product, which has an average annual spend per active card of roughly $25,000 - higher than Visa's consumer credit averages. In the quarter ending September 30, 2006, volume on Visa Signature grew 16.8 percent to $34 billion in a year-over-year comparison. Visa continues to drive growth among the growing new affluent demographic. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the U.S. Census Bureau Noun 1. Census Bureau - the bureau of the Commerce Department responsible for taking the census; provides demographic information and analyses about the population of the United States Bureau of the Census , there are more than 19 million U.S. households with an annual income greater than $100,000. About Visa USA Visa USA is the nation's leading payment brand and largest payment system, enabling banks to provide their consumers 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 Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. in the payment system - members, cardholders and merchants. Through its 13,432 member financial institutions, more than 510 million Visa-branded cards have been issued to cardholders in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . Last year, U.S.-based financial institutions relied on Visa's processing system, VisaNet, to facilitate $1.6 trillion in transactions with unparalleled reliability. Worldwide, cardholders in more than 150 countries carry more than 1 billion Visa-branded cards, accounting for more than $3 trillion in annual transaction volume. Visa offers a trusted, reliable and convenient way to access and mobilize financial resources - anytime, anywhere, anyway. EDITOR'S NOTE Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat. Trained by D. : Visuals from the new campaign, including copies of the print ads and additional images, can be obtained from contacts below. |
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