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Visa breaks international Go World campaign

Credit card company Visa has begun an international Olympic marketing campaign called "Go World" that will include advertising, promotions and social media activities in 70 countries. According to the company, this will be the largest marketing campaign in Visa's 25 years as an Olympic sponsor. Consumers can use social media sites to submit "cheers" for athletes at the upcoming London Olympic and Paralympic Games. These cheers can take the form of photographs and videos at the brand's Facebook and YouTube pages, as well as international sites such as Sina-Weibo in China and VKontakte in Russia. The promotion also includes a smartphone application at <> via which users can submit cheers and access information about athletes. This activity will be supported with television and digital advertising as well as usage promotions. The television commercials and digital advertising feature the stories of Visa-sponsored athletes and moments from Olympic history. The first commercial, called "The Difference," broke yesterday in the US and online in Canada. The campaign also includes a contest component that will run in the US and Canada from May 1 to Aug. 31. Visa customers be be entered into the contest when they use their cards. The grand prize will receive a trip for two to each summer Olympic Games for life. "Fans are drawn to the Olympic Games by the awe-inspiring feats of the world's greatest athletes and, in turn, those athletes are inspired by the cheers and support they receive from fans," said Brenda Woods, head of marketing at Visa Canada. "Historic and memorable moments in Olympic Games history are driven by cheers. Our global campaign puts fans at the center of the experience and aims to unite the world in a global cheer movement to inspire athlete performances and spread the Olympic spirit."

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