Visa Inc. today launched “Everywhere you want to be,” a
multi-stakeholder communications platform that reflects our ambition to
deliver universal access to Visa’s secure, reliable and convenient
digital payments.
For decades, Visa, the global digital payments network, has been driven
by a set of ideals anchored in our vision of being the “best way to pay
and be paid.” This has expanded in recent years to include “for
everyone, everywhere.” By evolving our famous tagline - “It’s everywhere
you want to be” - the company is recommitting to these ideals and vision
for consumers, merchants, governments, financial institutions and
employees with a unified message tailored to each audience.
“We recognized that, for the first time in Visa’s 55-year history
‘everywhere’ is now within reach of ‘everyone,’” said Antonio Lucio,
Visa’s chief brand officer. “New innovations, like mobile and
e-commerce, are extending the value and reach of secure Visa payments to
new people and places around the world. At this important inflection
point in Visa’s history, connecting to our heritage and vision was a
powerful and irresistible idea.”
In the 21st century, “everywhere” transcends card usage at
physical locations. It’s about realizing potential and achieving dreams.
“Everywhere” now is relevant for a farmer in Rwanda paying school fees
on his mobile phone, a jewelry designer in California selling to a
global online customer base or a government official in Brazil
rebuilding a village using a Visa prepaid card.
“We will express our vision to each of our audiences in ways that are
directly meaningful to them,” Lucio said. “This platform speaks to our
dedication to change how we engage with all our partners, and helps
underscore the defining characteristics of our business: convenience,
reliability, security and access, that together deliver Visa’s true
value.”
New Visual Identity, Advertising
With a new tagline, as well as a refreshed brand logo, Visa is
introducing a new visual identity for one of the most recognized and
powerful brands in the world.
The first external expression of the new platform debuts today with a
new Olympic-themed television commercial airing in the United States,
and then expanding to reach key audiences through variety of other
traditional and digital channels in the coming months.
Visa’s first new spot under the “Everywhere you want to be”
tagline is entitled “Flying,” and features U.S. Olympic women’s ski
jumping hopeful and Team Visa athlete, Sarah Hendrickson. The new brand
platform will be brought to life in Visa’s Olympic-themed creative, and
via social and digital extensions, by spotlighting athletes’ stories of
accomplishment to help inspire viewers to imagine their own
“everywhere.” Visa has been a proud Worldwide Partner of the Olympic
Games for more than 27 years.
“The new platform is compelling because it encompasses strengths of
Visa, past, present and future,” continued Lucio. “‘Everywhere’ includes
the tens of millions of merchant locations that accept Visa today. It’s
also the new ways and places people want to pay, including mobile and
e-commerce. ‘Everywhere’ is also a celebration of everyone’s
aspirations, from an athlete achieving her Olympic dream to a single
mother accessing her first bank account on a Visa card.”
About Visa
Visa is a global digital payments network that connects consumers,
businesses, financial institutions, and governments in more than 200
countries and territories to fast, secure and reliable electronic
payments. We operate one of the world’s most advanced processing
networks - VisaNet - that is capable of handling more than 47,000
transaction messages a second, with fraud protection for consumers and
assured payment for merchants. Visa is not a bank and does not issue
cards, extend credit or set rates and fees for consumers. Visa’s
innovations, however, enable its financial institution customers to
offer consumers more choices: pay now with debit, ahead of time with
prepaid or later with credit products. For more information, visit
corporate.visa.com.
Copyright Business Wire 2014