Visa Go World at Vancouver Olympics

Visa is running an Olympic-theme marketing campaign for the Vancouver 2010 Olympic Winter Games, online at goworld.visa.com. This Go World global campaign, which features television, digital and out-of-home advertising, host market merchant activation programs and usage promotions, enables Visa to connect with cardholders and Olympic and Paralympic Games fans to drive preference for and usage of Visa products worldwide.

Visa Go World Vancouver Olympics ad

The Go World 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).

Get Closer

“Get Closer”, the first of several television commercials, reinforces Visa’s history of supporting Olympic and Paralympic hopefuls and connects directly with fans through a new Olympic-themed usage promotion. When United States cardholders use their Visa card between November 1 and December 31, 2009, they will be automatically entered for a chance to win a trip for four to the Vancouver 2010 Olympic Winter Games.

Click on the image below to play the video in YouTube (HD)

Anthem

The second spot, “Anthem”, builds 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.

Click on the image below to play the video in YouTube (HD)

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 in the United States, 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.

The campaign will also include an extensive web site (US- 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. Athlete widgets will be available for download and posting on social media networks such as Facebook and Twitter.

Team Visa – Vancouver (US) athletes featured here and in commercials 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).

The Go World online content will also be customized for Olympic and Paralympic Games fans in Canada and Russia. In Canada, the Go World Web site features Team Visa – Vancouver athletes including Emily Brydon (alpine skiing), Clara Hughes (speed skating), Colette Bourgonje (Paralympic cross-country skiing), Brian McKeever (Paralympic cross-country skiing, biathlon), Jennifer Heil (freestyle skiing, moguls), Alexa Loo (snowboard) and Jeff Christie (luge), mentors Kurt Browning (figure skating), Nathalie Lambert (short track speed skating) and Ian Balfour (Paralympic alpine skiing), and ambassadors Jeffrey Buttle (figure skating), Danielle Goyette (ice hockey) and Diedra Dionne (freestyle skiing, aerials). Russia’s Go World Web site spotlights Team Visa – Vancouver athletes OIga Zavyalova (cross-country skiing) and Albert Demchenko (luge).

Credits

The Vancouver Olympics campaign was developed at TBWA\Chiat Day\Los Angeles, by copywriter Christine Call, art directors Scott Brown and Clemente Bornacelli.

Post production was done at The Mill.