To reach Generation X consumers, Visa International has teamed up with VH-1 and Camelot Music Stores for a promotion to support the cable music channel's "artist of the month," the group Counting Crows.
During July, in Camelot Music Stores throughout the country, customers using a Visa card to buy Counting Crows' "August and Everything After" compact disc will receive a free Geffen/ DGC Records cassette sampler.
The promotion is designed to increase Visa card usage, traffic in Camelot stores, and consumer awareness of VH-1's artist of the month program. July commercial spots will be tagged to encourage consumers to visit Camelot stores and use Visa cards.
VH-1, an offshoot of Music Television, better known as MTV, "appeals to 18- to 34-year-olds," said Brad Henning, a Visa spokesman. "The upper end of twenty-somethings are the ones we're trying to reach."
New Tactic
The three-pronged approach is a new one for Visa, he said. It "boosts our image with the demographic group, stimulates Visa use at the point of sale, and allows us to join forces with a major retailer and Visa merchant."
A previous Visa sponsorship of a VH-1 program, called Center Stage, "was a real hit," Mr. Henning said. "It helped us to increase exposure and enhance our image among the twenty-something crowd."
Mr. Hennig said Visa was targeting that market to encourage brand loyalty.
