WILLIAMSBURG, Va. — Visa USA plans a significant advertising campaign for later this year, which will seek to introduce its contactless card products to mainstream American life, according to a Visa executive.

Addressing the 30th annual meeting of PSCU Financial Services, the card processing and management CUSO for more than 500 credit unions who use First Data Corp's card platform, Frank Oliva, Visa's vice president for emerging product development, described how the campaign would represent a push from the card brand for the new technology.

Oliva told attendees that Visa had been focusing, with MasterCard, on developing an approach to identifying the technology for consumers in a way they could easily understand and use it. That work would be reflected in the advertising campaign, he said.