BARRIE RESIDENTS TEST VISA CHIP CARDS
By Adnews Staff
Scotiabank and Visa Canada have announced a pilot program in Barrie, Ont. to test a reloadable stored-value consumer payment chip card called VISA Cash. Essentially a credit card-sized piece of plastic with a microchip embedded in it, the VISA Cash card is meant to replace cash and coins. Users load the cards with electronic cash which is then debited from the cards when purchases are made. Over 5,000 people are expected to be participating in the trial by the end of the year. The card will be accepted at over 500 locations, including Canadian Forces Base Borden and Georgian College. "Chip card technology is one of the leading edges of the burgeoning revolution in consumer payment and purchasing processes," said Derek Fry, president of Visa Canada. "Chip cards make it possible to put computerized payment technology into the hands of the consumer." The cards are being promoted by television ads which will run beginning September 29 on area station The NewVR, transit shelter posters, in-branch materials at Scotiabank branches and a direct mail campaign to 40,000 Barrie residents. Most of the creative was done by Leo Burnett, but Toronto-based Red Granite Communications did some design work on inserts, brochures and other materials.