San Francisco—Visa USA launched its first rebranding campaign in 20 years, with the tagline, “Life takes Visa.”
The campaign was developed by TBWAChiatDay, Los Angeles, which Visa recently selected as its agency of record.
It replaces Visa’s 20-year campaign, “Visa. It’s everywhere you want to be,” developed by Visa’s previous agency, BBDO New York.
The new campaign includes TV, print, online and outdoor. The first TV spots will break during the Winter Olympic Games, with print ads running in publications including Newsweek, People, Sports Illustrated and Time.
The first phase of the rebranding campaign is a consumer effort. Visa will roll out b-to-b ads in the next few months.