Magazine article American Banker

Bank One Hitches A Ride on Visa's Disney Promotion

Magazine article American Banker

Bank One Hitches A Ride on Visa's Disney Promotion

Article excerpt

In its first such effort since it started issuing Walt Disney Co.-branded cards in March, Bank One Corp. on Thursday announced a promotional add-on to a Visa U.S.A. campaign.

Visa says it is the driver of the "Kids Stay and Play Free" campaign, which I part of its joint marketing program with Disney called "Magical Gatherings" that was also announced Thursday.

Under "Kids Stay and Play Free," consumers who use a Visa card to pay for a Disney vacation are eligible -- under certain conditions -- for a discount that amounts to bringing one child free per adult when staying for four nights or more. Bank One is offering an extra $100 in Disney currency to those who take advantage of the Visa offer using its Disney-branded cards.

Visa usually promotes its marketing deals without the explicit collaboration of an issuing bank; the deals are meant to lift business for all member banks. But Bank One is not only the sole issuer of Disney credit cards, but it appears alongside Visa in announcements related to "Kids Stay and Play Free."

That campaign is designed primarily to boost the Visa brand and provide all its issuers with a way to increase volume, said Becky Saeger, the executive vice president at Visa in charge of brand marketing. Though Bank One will take the lead on other promotions with Disney, in this case it is plugging into a campaign that Visa developed. Ms. Saeger said such a setup is not unusual when a Visa partner also has a cobrand deal with an issuer.

"You clearly see the benefits to Bank One in all this. They worked with Visa and Disney to fluff up" the main promotion, which Visa says will allow a family of four to save $443, with an additional offer, she said. "In most of our partnerships and sponsorships where there is a cobrand portfolio involved, the issuer has an opportunity to ride the wave of broader Visa activities. …

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