Visa International breaks multi-regional campaign

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LONDON -- International payment method Visa International will launch at the end of this month a new multi-regional ad campaign destined to run through 1999.

The TV, poster and airport campaign, "Where there's sky above and ground below it's the place for Visa," was devised by Saatchi & Saatchi, London, and further developed by the Singapore office, with creative from Auckland, New Zealand. Different versions will run in Asia-Pacific and the Central Europe, Middle East and Africa regions.

In total, 33 countries will air the ad, which aims to convey the stature and global acceptance of the Visa payment method.

The 60-second commercial, in colors based on the blue and gold of the Visa logo, shows a deep blue sky above a golden field in which there is a bag. During the ad, people of various races and ages pull out of the bag something of use to them - which they could have bought with a Visa card.

The airport signage campaign - covering 13 countries and aimed at international travelers - features a blue sky above a landscape of golden buildings. The ad then directs travelers to the nearest Visa cash machine.

In the print version, running in the Central Europe, Middle East and Africa regions, the ads are tailored to the country in which they are showing. In South Africa, the "ground below" is represented by a shot of Table Mountain, for example.

Copyright September 1998, Crain Communications Inc.

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