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Marketing Parameters/ Creative
Solution
This complex Visa USA co-op promotion involved multiple clients, and multi-tiered prize giveaways for the American Society of Travel Agents (ASTA) conference attendees. When agents were spotted wearing the scarf and button, they were rewarded with Visa traveler's cheques on site and entered into a contest for a grand prize-shopping spree at Saks Fifth Avenue, Beverly Hills. I created Visa's scarf themeline "travel ties" several years ago (scroll down for thematic development/work process) and each year since, Visa has rotated different co-op partners, rewards, and products/programs to successfully promote their brand.
Series Alternatives
1.) (Lead-in:) On Rodeo Drive...
(Headline:) It's the gold in your wallet that counts.
(Open to Visa gold/logo)
2.) (Lead-in:) Some say Rodeo
Drive is the land of plastic.
(Open to Visa gold/logo)
3.) (Lead-in:) If you're
into designer labels, it's the only one to wear.
(Open to Visa gold/logo)
(Full text:)
In the land of designer labels, wear the one that counts.
Celebrate your travel ties with Visa!
Visa salutes you as world leaders in travel planning and sincerely thanks you for making Visa the number one payment card in the world. Your efforts to support Visa as the popular payment method for travelers has contributed to a most rewarding alliance, so now it's time for you to get your rewards!
Read on, to wrap up your share of $9,000 in cash and prizes!
(Subhead:)
Wrap up with Visa, all day, every day.
Wear your scarf & button, win $20 Visa Travelers Cheques!
This year, wearing Visa's own "ready to wear" collection can make you a winner time and time again! Our Visa Secret Prize Patrol will roam the floor of the ASTA World Congress awarding $20 Visa Travelers cheques for the most creative scarf and button combos. Make sure to wear them constantly to tie up your chances of winning.
(Subhead:)
If the Prize Patrol asks you, "How do you wrap up each travel transaction?" and you reply, "Would you like to put it on your Visa card?" you'll win an additional $20 Visa Travelers Cheque! If your travel agency remembers to tie up every booking with this helpful phrase, you'll also earn reward points every time one of your clients pays with a Visa-branded card for travel on any ARC-affiliated airline or on Carnival (R), Holland America Line (R) and Windstar (R) Cruises. Points are redeemable for certificates and merchandise as part of our Visa Preferred Program. If you're not already enrolled, visit our booth #1125 to find out how your agency can become a Visa Preferred Program member.
(Subhead:)
Win a $5000 shopping spree at Saks Fifth Avenue in Beverly Hills!
Enter for a chance to win & shop like a star!
This year's grand prize winner will be escorted by a personal shopping consultant to Saks Fifth Avenue in Beverly Hills, just off world-famous Rodeo Drive. All of the big names are there, so get ready to launch a once-in-a-lifetime shopping spree worthy of Hollywood legends. From designer merchandise to elegant attire, you'll be guided through the glamour of Saks Fifth Avenue, Beverly Hills. Visa has a few other special surprises in store, so enter right away by bringing your reply card/entry form to booth #1125! (No purchase or obligation necessary. See abbreviated rules on reverse for details, or official rules at booth #1125.)
(Subhead:) A fashionable finish to the General Session
Be sure to attend the General Session on Saturday, October 17th, when the Grand Prize winner will be announced at the Los Angeles Convention Center. Listen for your name, and don't miss it, because you MUST be present to win!
(Captions/lead-in line for scarf AND BUTTON VISUAL illustrations:)
ASTA Travel Tie Tips
Button up your chance to win $20 Visa Travelers Cheques
Here are a few fashionable ways to wear your Visa combo:
Tie a quick kerchief
Pop it in your pocket
Drape it on your shoulder
Wrap it around your neck
Sash it as a belt
Knot it for a headband
Campaign Extensions:
Letter Accompanying ASTA promotional packet
Dear Travel Colleague,
Welcome to the 1998 ASTA World Travel Congress in the land of chic boutiques and unabashed style! When it comes to world-famous brands, there's no better place to be than Beverly Hills' Rodeo Drive...and no better brand than the one that's got you covered, Visa!
Visa and ASTA recognize your efforts are the key to success within the travel industry. Visa proudly remains the number one payment card in the world, and your ongoing support helps keep it overwhelmingly popular nationwide.
To thank you for your efforts and to celebrate together, we're offering an exciting opportunity to win with Visa. As part of this year's "ready to wear" collection in Beverly Hills, our fashionable scarf and button will surely be a winning pair among ASTA delegates who wear them daily. You may receive $20 Visa Travelers Cheques just for being spotted, and additional cheques if you remember to say, "Would you like to put it on your Visa card?" when queried by the Prize Patrol*.
Win a $5000 shopping spree at Saks Fifth Avenue in Beverly Hills!
At Visa, we support you as leaders in the travel industry and we will be treating winning ASTA delegate to a world-class shopping spree courtesy of Visa! You'll be escorted by a personal consultant to Saks Fifth Avenue in Beverly Hills where you'll be guided through the fabulous store and given a $5000 credit to spend as you please.**
Visit Visa Booth #1125 & enter to win!
To enter the drawing for this
fantastic prize, complete the enclosed reply card/entry form and bring it to
Visa Booth #1125 by 4pm on Friday, October 16, 1998!
It pays to partner with Visa.
We look forward to a long and lasting travel partnership with you and your agency. Good luck with the contest, and be sure to wear your Visa scarf and button all day every day.
Sincerely,
Bruce McElhinney
Senior Vice President
Marketing Development and Acceptance
* See official rules
at Visa booth #1125 for details. **No purchase or obligation necessary. See
contest flyer for complete details.
Work Process:
The initial development of the "travel ties" theme began with the ASTA World Congress being held in Portugal several years ago. Visa retained me to conceptualize various visual and verbal links that would make sense to unite Visa as a brand with the travel agents targeted to encourage Visa use.
The following thought process depicts my standard working format when developing a "copy/concepts white sheet." I interview clients using a "creative brief" format then distill the information into three different concepts/directions. (in this case, carried through with sample taglines) The client chooses one direction offering feedback on tone/style and likes/dislikes so that I can incorporate their input into an initial final draft for presentation. In the case shown below, Visa selected "travel ties", concept #3.
Concept/Visual theme #1:
Fish net
Positioning: focus on Portugal's unique fishing village heritage
Visual ideas/promotional extensions:
1.) Scarf could have a fishnet graphic with unobtrusive Visa logos in the shape of fish threaded throughout the pattern
2.) Scarf could have colorful fishing boat graphics, representing the painted vessels of Nazare fishing village; the word Visa could be subtle/tiny interspersed along the bows & sterns of selected boats. Fishnet, buoys, water, are all possible background patterns.
3.) Net bag given as a secondary gift to the travel agents ties in nicely with the theme.
Verbal ideas/themelines/various
spin-offs/positioning phrases:
Net as "safety net" theme:
1.) Visa: The safety net for
worldwide travelers.
2.) Visa. Providing travelers a safety net, worldwide.
3.) Your travel safety net. Visa.
4.) It's comforting to know you have a safety net when you travel. Visa.
5.) Providing travelers a safety net since 1977. Visa.
6.) Providing travelers a safety net for almost two decades.
(Net as a "leadership"/competitive vehicle, to compare with other charge cards:)
7.) There are a lot of other
fish in the sea, but one stands out from all the others. Visa.
8.) There are a lot of other fish in the sea, but one is bigger, stronger, and
carries more clout. Visa.
9.) There are a lot of other fish in the sea, but one is bigger, bolder, better.
Visa.
10.) Don't be lured to other cards...there's always a catch. Travel with Visa.
11.) Net more profits by using Visa for worldwide travel.
12.) With other cards, there's always a catch. You'll net more profits with
Visa.
13.) Net more profits with Visa, your worldwide travel partner.
14.) Net more travel profits by teaming up with Visa.
15.) Net more profits by choosing Visa for worldwide travel.
16.) Discover oceans of opportunity with Visa, your worldwide travel partner.
17.) Fishing for a travel partner? Visa provides you oceans of opportunity.
18.) Other cards may lure you, but Visa nets you higher profits, everytime.
19.) There's no catch. You'll simply net more profits with Visa.
20.) Travel agents prefer to net more profits with Visa.
Concept/Visual theme #2:
Seafaring merchants
Positioning: Maritime/historic flair: Portugal as a trading crossroads for
centuries.
Visual ideas/promotional extensions:
1.) Scarf could carry an old world navigational map pattern of the region, directional arrows charting a course could slip in the word Visa as part of the route/landmass, etc. The net bag as the secondary gift could be a simple, traditional off-white rope bag, like the sailing lines of yesteryear.
2.) Scarf pattern could be a sophisticated graphic of old sailing ships, fishing vessels, tall ships, Portuguese "captain's cap" or cargo chests (discreetly stamped with the word Visa, perhaps)
3.) Scarf could repeat a simple pattern of old Portuguese coins interspersed with any fishing or maritime map theme to depict the merchant traders of yesteryear.
4.) Cargo theme could carry through to snipe on exterior of promotional pouch, "Precious cargo inside." etc...
Verbal ideas/themelines/various spin-offs/positioning phrases:
1.) Portugal & Visa: Both have
been serving merchants for decades.
2.) Visa & Portugal. Serving travelers and merchants for years.
3.) Portugal & Visa. Merchants have relied on both for years.
4.) Portugal has served seafaring merchants for centuries;
Visa has served worldwide merchants since 1977.
5.) Portugal & Visa: Two names travelers & merchants have relied on for decades.
6.) Serving travelers & merchants since yesteryear...Portugal, & Visa.
7.) Visa & Portugal. Both have served travelers & merchants for decades.
8.) In the world of fair trade, merchants have always relied on the finest.
Portugal & Visa. Two names with a history of travel and
trust.
9.) Merchants have relied on two things over time...Trade, and trust.
Portugal & Visa. Partners that travelers can rely on.
10.) When it comes to serving merchants, these two names are known worldwide.
Portugal...serving travelers for centuries. Visa...serving
travelers everywhere.
11.) Map out your travel plans with Visa as your partner.
12.) Visa. The travel planning partner for merchants worldwide.
Concept/Visual theme #3:
Ties or wrap (scarf reference)
Positioning: Portugal could be visually depicted by any of the visuals previously
referenced, while the themeline spins off the scarf and generic "travel ties"
theme.
Verbal ideas/themelines/various spin-offs/positioning phrases:
1.) Tie up a partnership with
Visa.
2.) Travel ties with Visa.
3.) Wrap up your travel plans with ties you can rely on.
4.) Wrap up your profits with Visa, your travel planning partner.
5.) Visa. A travel tradition for decades.
6.) Make your travel ties with Visa.
7.) Plan your partnership with Visa, and you'll have travel ties that last.
8.) Choose the card with traditional ties to travel. Visa.
9.) Visa. A travel tradition you can trust.
10.) Tie up your travel plans with Visa.
(Other ideas: Portugal's
port(s)
Positioning: Focus on port wine, and/or ports of call, Visa tie in would reflect
the security of being a traveler's "port in a storm," or "when you're away from
your home port, use Visa," etc.
Scarf could have port wine labels recurring, or port wine bottles with the word "Port" or Portugal graphically enhancing the pattern. (Visa giveaway would be a small bottle of port wine instead of a net bag?)
Other ideas: Colorful
ceramic tiles, themes & techniques from the Moors
Positioning: Mosaic concept, to denote Visa's kaleidoscope of uses/services.
Visa tie in could verbally be something like, "Enjoy a myriad of travel opportunities
with Visa." etc. or "Travel ties with Visa open a kaleidoscope of opportunities."
etc.
Scarf could be an elaborate,
vivid, mosaic of color with tiles in a random pattern of brilliance. Portugal's
Moorish influence could be reflected in the tile's designs. Promotion,
tie-in, co-op, shopping, retail, scarf, Visa, travel, sweepstakes, branding,
traveler's cheques, conference, tradeshow
Design: Anvil
