Visa Resizes Olympic Proportions
Visa International is still everywhere consumers want to be — even if that’s at home. The long-time Olympics sponsor tweaked its sweepstakes strategy for the 2004 Summer Games in Athens, Greece, to assuage consumer concerns about traveling after Sept. 11.
At the same time, Visa doubled its traditional grand-prize trips to the Games.
The Team Spirit sweepstakes breaks this month and runs through April. Cardholders are automatically entered each time they use their Visa card. A random draw will award two grand-prize trips for four (not two) to the Summer Games. Fifteen first-prize winners get a Panasonic 42-inch plasma screen TV to watch the Games at home with friends.
“We wanted a variety of opportunities for consumers. They like the opportunity of having a big ‘wow’ prize,” says Cecilia Lauerman, Visa director of promotional and loyalty marketing. Both prizes “reinforce Visa as a catalyst that lets consumers share the experience of the athletes,” says Eric Salas, account director at Frankel, whose San Francisco office handles the campaign.
Visa began consumer research right after the 2002 Winter Games in Salt Lake City, and found many people reluctant to travel overseas. But fans like having friends over to watch the Games together, so Visa approached Olympics sponsor Panasonic Consumer Electronics Co. to provide TVs as prizes.
Panasonic even brought its biggest screen to the table. Its billboard-sized screen in Times Square will run a 30-second Visa spot touting the sweeps and showcasing individual athletes. The silent spot, produced by Frankel, dovetails with supporting direct mail, bill inserts, P-O-P at member banks and online ads. Olympic-themed image ads come later this year, via BBDO, New York City. “We have to run our promotion so far ahead of the games, our lead time is probably before BBDO took pencil to paper,” says VP-promotional and loyalty marketing Diane Salmon. “Frankel put together a TV spot that’s consistent with the other promotion materials.” All feature individual athletes, especially swimmer Michael Phelps, who is favored to win gold this summer. Visa negotiates with athletes separately from its 26-year-old Olympic Games sponsorship. Visa also hosts a “reunion house” at the Games for past athletes.
The grand-prize trips for four reinforce the “Team Spirit” theme. Winners get personalized team uniforms, invitations to a VIP reception with athletes and a $500 Visa gift card.
Separately, Visa repeats its Ultimate NASCAR Experience this year, awarding trips for four to a race. Winners stay in Visa’s luxury motor coach, take a lap with Visa drivers Rusty Wallace or Kurt Busch and tour the pit. This year, winners also could get a $10,000 Visa gift card if Wallace or Busch win the race they’re attending. TV, radio, P-O-P and direct mail support the February-November sweeps. Frankel handles.
