Visa launches "Go," first global advertising campaign

The new campaign enables Visa to align its worldwide marketing under a single theme that highlights the superior value Visa delivers versus cash and checks - including more security, more control and more convenience.

The campaign also enables Visa to achieve cost efficiencies by consolidating its global marketing efforts.

Go focuses on Visa's core growth strategy -- migrating consumer and business spending from cash and checks to a better form of electronic payment, Visa. The campaign establishes a single global marketing message that will be executed locally for maximum relevance, delivering Visa's global message in an efficient and cost effective way.

"Visa gives people the ability to take action - the actions that are most important to them. Go is an invitation to make the most out of life everyday, a powerful message, but to be clear, it's not about spending more, it's about using Visa for those things that are important to your everyday."

said Antonio Lucio, chief marketing officer of Visa Inc.

Focusing on encouraging Visa usage over cash and checks, the campaign helps grow the payments business of Visa's financial institution clients while better enabling them to focus their marketing efforts on differentiating their Visa products from competitors and strengthening their customer relationships.

Go also supports Visa merchant partners by promoting the convenience of using electronic payments in key merchant categories like restaurants and online music retailers, among others.

"Underpinning the Go campaign is a simple and universal assertion that is fundamental to Visa's view of the world and how we operate as a company," added Lucio.

"Simply put, Go is an invitation that reflects Visa's belief that our products are for anyone who wants to go. And when they go, Visa offers them a better way to go, confidently, conveniently, safely and responsibly.