Visa, Worldwide Olympic Games Sponsor for more than two decades, announced the global launch of its Olympic-themed marketing campaign for the Vancouver 2010 Olympic Winter Games, “Go World.” This global campaign features television, digital and out-of-home, host market merchant activation programs and usage promotions.
This launch follows the recent extension of Visa’s Olympic Games sponsorship for another eight years – through 2020 – enabling Visa’s financial institution clients and merchant partners to continue to build strong relationships with their customers through unique Visa marketing programs.
The campaign celebrates athleticism and human triumph through unique athlete stories. It features a wintry blue tone throughout all creative executions and will be customized to maximize local relevance in key markets. The campaign also includes merchant offers, enhanced social media applications and a deeper focus on Visa-sponsored athletes (Team Visa – Vancouver).
On 11/1, “Get Closer,” the first of several television commercials, aired in the US. “Get Closer” reinforces Visa’s history of supporting Olympic and Paralympic hopefuls and connects directly with fans through a new Olympic-themed usage promotion.
The second spot, “Anthem,” will air in the coming weeks to build anticipation for the Games with images of a burning Olympic Cauldron and a montage of iconic Olympic Games moments to remind viewers of global commonalities and the power of the Olympic Spirit.
Upcoming creative executions of Go World will feature Olympic and Paralympic athletes of the past and present – including a series of television commercials during NBC’s broadcast of the 2010 Winter Games, where Visa will enjoy category exclusivity for the duration.
Similar to More people go with Visa, elements of the Go World campaign will be localized in Canada, Russia, Japan, Korea, China and Latin America to strengthen the campaign’s relevance in those markets.
Visa’s efforts in the digital space also put the athletes at the center, offering cardholders and Olympic and Paralympic Games fans a unique glimpse at the personal journey of these hopefuls. By providing this behind the scenes access, Visa reinforces its role in the Olympic Movement and strengthens its relationships with millions of Olympic and Paralympic Games fans worldwide.
The campaign will also include an extensive website (www.visa.com/goworld), which contains exclusive merchant offers, behind the scenes Team Visa – Vancouver training videos, downloadable photos of athletes in action, and athlete training playlists with songs available for purchase. Team Visa – Vancouver (US) athletes featured here include Julia Mancuso (alpine skiing), Lindsey Jacobellis (snowboard, snowboard cross), Ryan St. Onge (freestyle skiing, aerials), Angela Ruggiero (ice hockey), and Paralympian Alexi Salamone (ice sledge hockey).
Athlete widgets will be available for download and posting on social media networks such as Facebook and Twitter. Visa has also worked with its network of merchant partners to provide exclusive offers to Visa cardholders as they prepare for the Vancouver 2010 Olympic and Paralympic Winter Games. Available at www.visa.com/goworld, Visa cardholders are able to access savings at popular merchants including The Hilton Family New York City, CoSport, Finish Line, Alamo Rent A Car and National Car Rental. The Go World online content will also be customized for Olympic and Paralympic Games fans in Canada and Russia.