Visa Launches ''Go World'' Olympic Campaign
Advertising Celebrates Iconic Moments in Olympic History and the Athletes who Embody the Olympic Spirit
SAN FRANCISCO--Visa Inc., a Worldwide Olympic Partner for more than two decades, today announced the launch of "Go World," a U.S. advertising campaign that evokes the emotion and memories of unforgettable moments in Olympic history. The campaign, featuring current Olympic and Paralympic athletes and Olympic legends will include national television commercials, print and online advertisements, and an online microsite.
"The Olympic Games begin and end with the athletes - a fact that we at Visa have emphasized and celebrated during our 20-plus year partnership with the Games," said Antonio Lucio, chief marketing officer of Visa Inc. "The 'Go World' campaign captures the passion that is unique to the Olympic Games by focusing attention on the achievement of the human spirit as embodied in extraordinary athletes, past and present."
"Go World" creative sets itself apart from other recent advertising campaigns through the use of striking sepia tones combined with dramatic still photography and moving images from past Olympic competitions. Together they capture the essence of iconic Olympic moments.
"Come Together," the first in a series of national television commercials debuts tonight on CBS during "How I Met Your Mother." Four additional spots featuring six-time gold medal swimmer Michael Phelps, Paralympic track and field gold medalist Cheri Blauwet, gold medal gymnast Kerri Strug and sprinter Derek Redmond will premiere throughout the week. These spots highlight Phelps' superhuman athleticism, Blauwet's many talents on and off the track, as well as the heart and determination of U.S. gymnast Kerri Strug and English sprinter Derek Redmond, who overcame devastating injuries to cement their Olympic moments.
Subsequent television and online creative will include Visa sponsored athletes who are members of Team Visa Beijing including Bryan Clay and Allyson Felix (track and field), Paul Hamm and Nastia Liukin (gymnastics), Steven Lopez (taekwondo), Katie Hoff (swimming), Bubba Harris (BMX Supercross), Kerri Walsh (beach volleyball) as well as Paralympian Marlon Shirley (track and field). Legendary track and field Olympians such as Bob Beamon, Dick Fosbury and Jim Thorpe will also be featured in upcoming spots.
Visa's Olympic television commercials will air leading up to and during NBC's broadcast of the Beijing 2008 Olympic Games, where Visa will enjoy category exclusivity for the duration of the Games.
Fans can also visit http://usa.visa.com/microsites/goworld/?ep=v_sym_goworld
to view the ads and learn more about the heroic feats of Olympians featured in the campaign. In the coming weeks, fans will be able to submit stories about Olympic moments that have inspired them for a chance to be featured on the website alongside sporting greats.
Visa's Olympic Sponsorship
Since 1986, Visa has empowered more than 1,000 Olympic and Paralympic hopefuls to achieve their dreams by providing financial support, life skills training and valuable marketing exposure in pursuit of their Olympic goals. In the run-up to the Beijing 2008 Olympic and Paralympic Games, Visa has been supporting more than 90 individual athletes from 19 different countries, all with the potential to be selected for their national teams for the Beijing 2008 Olympic Games and the Paralympic Games.
"For more than two decades Visa has proudly and successfully linked our brand with the Olympic Movement to promote, enhance and reinforce preference for our products and services," added Lucio. "Importantly, our Olympic partnership not only benefits Visa's business, it has enabled thousands of merchants and financial institutions to associate with the Games and participate in business building marketing programs."
In advance of the Beijing 2008 Olympic Games, Visa is working with more than 380 of its financial institution clients in 66 countries to offer Visa cardholders the once-in-a-lifetime opportunity to attend the Games this summer. Visa is also working with retail partners in 31 countries to help them generate business and excitement among their customers in advance of the Olympic Games.
Visa remains the only card that enables fans to get into the Olympic Games at venues in Beijing and at select Olympic Trials in the United States. This extends to the purchase of Olympic Games merchandise online, in Olympic retail stores and by catalog. Thousands of Visa-branded ATMs have been installed in and around Beijing, including many at Olympic venues, for added cardholder convenience. Visa Signature cardholders were given a unique opportunity to purchase tickets to the Olympic Games before the general public and to receive discounts on travel and hospitality packages for the Games. As a service to our readers, Around the Rings will provide verbatim texts of selected press releases issued by Olympic-related organizations, federations, businesses and sponsors.
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