Visa will use its new advertising campaign to make clear that it will be the only card accepted at the 1994 Winter Olympics in Lillehammer, Norway.
The campaign presents a variation on Visa's ongoing, "It's everywhere you want to be" theme by focusing on one relatively unknown athlete and on Visa's contribution as a corporate sponsor. Absent for the first time in eight years is a reference to its nemesis, American Express Travel Related Services.
A flashy, 30-second television spot, called Wind Tunnel," shows U.S. ski jumper Jim Holland in action outdoors at Lake Placid, N.Y., then training in a high-velocity wind tunnel in Buffalo.
The voice-over says, "Visa - it's the only card that, helps train these athletes. It's the only card accepted at the 1994 Winter Olympics."
"It's the first time we've said it, but it has always been the case," said Jan Soderstrom, senior vice president of advertising and promotion for Visa U.S.A.
The card association has been an official Olympic sponsor since 1986, and specifically supports the U.S. ski team, the U.S.A./Visa decathlon team, the U.S. figure skating team, and the U.S. gymnastics team.
The new commercial airs nationally October through February on network and cable programs. A print ad showing Mr. Holland suspended in the wind tunnel will run at the same time in national magazines. Statement inserts and point-of-sale signs round out the promotion.
25% More on Advertising
Advertising Age reported this week that Visa will spend 25% more, to $100 million, on advertising for the fiscal year starting Oct. 1, and MasterCard International plans a 7.8% increase, to $69 million.
Next week MasterCard will begin two new 30-second spots in its "Smart Money" campaign.
Visa's Olympic spot was created by BBDO Worldwide in New Yok the same agency that created "It's everywhere you want to be." As a result, the ad follows the pattern of previous ads, showing the Visa card at the beginning and using the familiar voice-over.
"We feel we get a lot of benefit by integrating the overall message of the Olympics into our marketing," Ms. Soderstrom said.
Visa chose one individual to drive home the fact that it is donating money to help train Olympic athletes.
"Jim Holland has been one of the premier ski jumpers for the U.S. and really our best hope for a medal coming up in the Olympics in '94," Ms. Soderstrom said. Visa renews its "Pull for the Team" Olympic fund-raising promotion in October. Through next February, Visa U.S.A. will make a donation to the Winter Olympic Team for every Visa card or travelers check transaction. Card-members can also call a toll-free number to make a donation. Visa expects to raise $2 million.
