Visa Launching New Marketing Campaign

Visa’s “Signature” line will soon be targeting their wealthier customers that are much more interested in receiving rewards from their cards than was previously anticipated, according to executive vice president and chief marketing officer Susanne Lyons.

Visa’s research has indicated that consumers that earn an annual income of more than $125,000 are most interested in credit cards that provide rewards. Similarly, the campaign will focus on print ads and online ads, as the research has shown that this target group is more likely to be Internet savvy and less likely to watch television.

According to Lyons, the company will move the Signature campaign away from the “Life takes Visa” campaign, which was meant to demonstrate that Visa is a part of your everyday life, to an approach that Visa allows you to live “bigger than life.” Therefore, the stories in the campaigns will reflect this mentality – a smart idea, considering the fact that even those Americans who earn more than $125,000 per year probably also live beyond their means anyway.

In addition to shifting the focus of the advertising campaign, the new Visa program will also focus on offering rewards that are exclusive to Visa that cannot be purchased, such as backstage passes to the NFL draft. This will once again send the message that the credit card allows users exclusivity and privilege that they wouldn’t be able to enjoy elsewhere.

Watch for these new campaigns, which are to run through September, to start popping up soon.

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