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Visa Launches First New Brand Campaign Since 1980s

by Peter Andrew

Visa

Launches First New Brand Campaign Since 1980s

Is Visa still "everywhere you want to be"? Maybe,

but you won't hear Visa saying so anymore, as the long-running

slogan has been shelved to make way for a new branding effort:

"Life Takes Visa".

The

new slogan will be rolled out beginning February 10 via TV commercials

aired during coverage of the Winter Olympics in Turin, Italy.

The spots will feature U.S. Olympic athletes including Michelle

Kwan, Bode Miller, Emily Cook, and Johnny Spillane. Visa will

enjoy advertising exclusivity in the credit card sector during

all of the Olympic coverage.

Visa

dumped its old brand slogan (and its old advertising agency)

in an effort to position the organization as not just a credit

card company, but a leader in electronic payments of all types.

Debit cards have been increasing in consumer usage, and new

technologies offering transactions without the traditional card

swipe and signature are beginning to change the card landscape.

Published 02/07/06 (Modified 05/07/12)


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