Visa U.S.A. has announced a marketing alliance with the Atlanta Convention and Visitors Bureau, to be built around the slogan "Atlanta prefers Visa."

The program replaces one dating back to 1993 and in force during the 1996 Olympics that identified Visa as the "Official card of Atlanta."

In the multiyear extension, Visa signs will be posted at city events, trade shows, visitors' centers, and the Atlanta convention agency's Web site. There will be merchant incentives and other programs tied to Super Bowl XXXIV, and Atlanta and Visa will jointly sponsor a millennium celebration.

Visa also joined BellSouth and Coca-Cola as sponsors of Arts-Atlanta, the convention bureau's cultural initiative. Rob Robins, Visa executive vice president of marketing development and acceptance, described the plans as "an appropriate extension of our ongoing investments in the business of the arts as an economic generator."

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