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CANCUN PREFERS VISA; VISA WILL PROMOTE MEXICO AS PREFERRED DESTINATION FOR TOURISTS WORLDWIDE

 SAN FRANCISCO, Dec. 9 /PRNewswire/ -- Just weeks after the passage of the North American Free Trade Agreement by the U.S. Congress, Visa International announced today a new cooperative agreement with the Cancun Hotel Association to promote Mexico as a preferred destination for tourists worldwide. The agreement calls for the implementation of a major marketing campaign in 1994 under the banner of "Cancun Prefers Visa."
 The agreement is being announced today at an official ceremony in Cancun attended by Visa International CEO Charles T. Russell and Cancun Hotel Association President Gabriel Escalante as well as high ranking Mexican officials and executives from the Visa International Latin America region.
 The "Cancun Prefers Visa" campaign will emphasize direct marketing and advertising strategies. The program will promote Cancun as a preferred destination among Visa cardholders around the world, capitalizing on Visa's extensive international sales and distribution infrastructure.
 In the United States, the campaign will be implemented through the Visa "Exclusive Escapes" program and target more than 20 million cardholders. In addition, the "Cancun Prefers Visa" campaign will target millions of additional Visa Gold and Visa Classic cardholders in 12 countries around the world. Special "offer books" providing many exclusive benefits and services such as discounts, gifts and other incentives to Visa cardholders during their stays in Cancun will also be developed.
 Member financial institutions in all of Visa's five regions worldwide -- Asia-Pacific, Canada, Europe/Middle East/Africa, Latin America and U.S.A -- will participate in the campaign. In Mexico, Visa advertising efforts will be supported by Asociacion de Inversionistas de Hoteles y Empresas Turisticas (AIHET) and Asociacion de Hoteles de Cancun (Cancun Hotel Association) as well as other tourism associations and chambers representing service providers and tourism-related enterprises, who will participate actively in the program. In addition, specific promotions will be coordinated with travel agencies and airlines in order to increase the number of tourists visiting Mexico.
 Visa is the largest consumer payment card system in the world, with more than 10.5 million acceptance locations and 318 million cards issued worldwide, including 160 million in the United States. Visa also has the leading global ATM network.
 -0- 12/9/93
 /CONTACT: Gregory J. Holmes of Visa, 415-432-2107/


CO: Visa ST: California IN: FIN LEI SU:

TM -- SF003 -- 2227 12/09/93 13:00 EST
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Publication:PR Newswire
Date:Dec 9, 1993
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