SAN FRANCISCO -- Visa U.S.A. is continuing its "everywhere you want to be" advertising campaign, this time featuring the Telluride Ski Resort in Colorado.

A 30-second Telluride spot, produced by BBDO Worldwide in New York, began airing nationally last week.

Also, Visa will run print ads and conduct a direct mail campaign using the theme "Telluride Prefers Visa."

"As a sponsor of the U.S. Ski Team and the Winter Olympic Games, Visa wanted to feature a merchant that would build viewer excitement for winter sports, particularly skiing," said Jan Soderstrom, senior vice president of advertising for Visa.

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