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Visa breaks first international campaign

Credit card company Visa broke its first global advertising campaign yesterday. The campaign, called, "More people go with Visa," is intended to establish a common theme for all of the company's marketing. It also promotes the benefits of using a Visa card to make purchases instead of cash or cheques. The campaign began in international markets, including Canada, with a television commercial called "Gofesto," which depicts various people from different parts of the world "enjoying what the world has to offer," according to the company. The US campaign will begin tomorrow with two commercials that seek to convey an optimistic view of life. The campaign also includes online ads that make use of live video feeds from six international cities. Other ads will present local maps and merchant recommendations based on user preferences and the time of day. "The campaign is an invitation to make the most out of life every day, a powerful message," said Antonio Lucio, chief marketing officer at Visa. "It's not about spending more. It's about using Visa for those things that are important to you every day. This campaign is an invitation that reflects Visa's belief that our products are for anyone who wants to go." The campaign was developed by TBWA Worldwide. The digital work was done by AQKA. Media planning and buying was handled by OMD.

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