Visa Launches Visa Signature Living Advertising Campaign

“New affluent consumers defy the traditional notions of affluence and want to get more for their hard-earned income,” said Susanne D. Lyons, executive vice president and chief marketing officer, Visa USA. “Time is the new currency for this consumer and, as such, they seek more opportunities and easier access to rewarding and distinctive experiences. The Visa Signature Living campaign speaks to this consumer’s desire for experiential opportunities over material possessions.”

Part of Visa’s ongoing “Life Takes Visa” brand campaign, the “Visa Signature Living” creative executions illustrate how the card empowers cardholders to do what they need to do, want to do and never thought possible. The campaign will appear nationwide through September 2007. Initial print executions will appear in national publications with the highest concentration of new affluent consumers in their readership, as well as targeted categories where Visa Signature cardholders report the highest usage such as restaurants, travel, food and home electronics.

“The aspirational connections consumers forge with media such as Condé Nast Traveler, Wine Spectator, Golf Magazine, Vanity Fair, and Smithsonian is exponentially greater than traditional mass media targets. These associations are the building blocks of Visa Signature’s marketing and reflect the type of insights into the new affluent demographic that have made this product a success,” said Lyons.

Print advertisements underscore Visa Signature’s goal in providing cardholders unique access to experiences which resonate with the target audience’s desires. The first of several print executions features an aspirational list of activities, ranging from drinking a mint julep at the Kentucky Derby to skiing fresh tracks at Deer Valley. The list of things to do in life is set against a background image of an individual relaxing in an infinity pool overlooking a mountainside and gulf. Copy encourages readers to “do everything on your life’s list of things to do” by using the extraordinary benefits of Visa Signature.

The online campaign includes targeted travel, food and dining, sports and leisure, and lifestyle Web sites. Additionally, content from select Web sites, such as www.nationalgeographic.com, www.epicurious.com, www.newyorker.com, and www.concierge.com, will also be integrated into www.visa.com/signature and www.visasignatureliving.com. This site will feature lists of aspirational activities, such as driving the Pacific Coast Highway, along with accompanying music for the trip provided by the music website www.pandora.com.

Visa Signature cardholders use the card for the majority of their purchases – from everyday items to larger purchases, and want to be rewarded for their spend. From benefits that save time, to benefits that safeguard purchases, Visa Signature helps cardholders get the most out of life. In addition to a choice of numerous airline, hotel and other premium reward partners, cardholders enjoy access to round-the-clock complimentary concierge services through the Visa Signature Concierge, reservations at some of the hottest restaurants, as well as premium merchant offers and exclusive access to events like the Kentucky Derby, Super Bowl, or the Tony Awards.

Visa cardholders are responding to the Signature product, which has an average annual spend per active card of roughly $25,000 – higher than Visa’s consumer credit averages. In the quarter ending September 30, 2006, volume on Visa Signature grew 16.8 percent to $34 billion in a year-over-year comparison.

Visa continues to drive growth among the growing new affluent demographic. According to the U.S. Census Bureau, there are more than 19 million U.S. households with an annual income greater than $100,000.