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.

Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.

  • Critical CUTimes.com information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including Law.com and GlobeSt.com.
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.