VISA new ad campaign pushes its debit cards into a more prominent position than its credit cards and focuses more on the lower spending that is popular in the current economy.
The new campaign, titled "More people go with Visa," continues and emphasizes the shift in consumer spending from using cash and checks to cards, the brand said. It also strikes a different tone from the previous "Life Takes Visa" campaign which often focused Visa cards as the ticket to extraordinary (and expensive) experiences.
"Visa gives people the ability to take action-the actions that are most important to them," said Antonio Lucio, chief marketing officer of Visa Inc. "The 'More people go with Visa' campaign is an invitation to make the most out of life every day, a powerful message. It's not about spending more, it's about using Visa for those things that are important to you every day."
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The new ad campaign represents the first global advertising effort for the brand, Visa said.
"The campaign is part of a broader effort to reorganize the company's marketing efforts through which Visa consolidated its global media buying and global creative advertising under a single holding company," Visa said. "This consolidation will deliver significant operational efficiencies as well as reductions in fees and production expenses – thus maximizing the effectiveness of its marketing expense."
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