'Life Takes Visa' to Launch During Olympics

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NEW YORK ( -- Visa USA is retiring its tagline of 20 years, “It’s everywhere you want to be,” and replacing it with one meant to capture the role of the credit-card brand in helping consumers make everyday purchases.
After 20 years, Visa will no longer be everywhere you want to be.

The new tagline, “Life Takes Visa,” will make its debut Feb. 10 in a 60-second spot created by its new agency of record, Omnicom Group’s TBWA/Chiat/Day, Los Angeles, that’s breaking during the opening ceremony for the Winter Olympics.

Major branding venue
The Winter Games will offer a major branding venue for Visa, the only credit-card brand that’s advertising there. Visa will break a number of Olympic-themed spots featuring stars like skier Bode Miller and skater Michelle Kwan.

During the campaign’s first three months, Visa anticipates generating more than 4 million impressions. Exec VP-Chief Marketing Officer Susanne Lyons declined to disclose the media spending for the branding push, but did say spending would be up about 10% from last year. She said that compared to the past year there would be more money allocated to print, out-of-home and the Internet.

Visa USA spent $306 million during 2004 and $146 million during the first half of 2005, according to TNS Media Intelligence.

'Life' gets new life
Ironically, “Life Takes Visa” was created by Visa’s former agency, Omnicom’s BBDO, New York, a few years ago. The line was used in English-language ads in Latin America, created by Publicis Groupe’s Leo Burnett, according to a spokesman for the marketer. “It was used in an entirely different form then,” said the spokesman. “It doesn’t compare to how it’s being used now in the campaign.”

Visa USA shifted its business to TBWA in November, following a review of Omnicom shops.

The marketer will also break work from independent Lopez Negrete, Houston, that will promote things like 0% liability for fraud to Hispanic customers, who “have a different comfort level” with credit cards, Ms. Lyons said.

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