Just over three months away from the launch of the Vancouver 2010 Olympic Games, Visa Inc. has launched an advertising campaign meant to warm consumers to both the event and its own card brand.

According to its announcement of the Go World campaign, Visa will build from its campaign for the Beijing Olympic games to emphasize athleticism and human triumph through "unique athlete stories" and to downplay elements of the Olympic contests and surrounding policies, which might appear divisive.

"Go World builds on the concept that ran so successfully in the United States during the Beijing 2008 Olympic Games," said Antonio Lucio, chief marketing officer of Visa Inc. "To connect with Olympic fans globally, we've taken this platform and created a campaign that transcends borders, resonates with fans' sense of national pride, builds our own business and that of our clients, and advances the spirit of the Olympic Movement."