Magazine article Marketing

Visa Considers TV Advertising

Magazine article Marketing

Visa Considers TV Advertising

Article excerpt

Visa is considering TV advertising for the time since its UK launch in 1977.

The TV work is one possible option that came to light last week when the US-owned payment giant restructured its UK marketing.

Credit and debit card resources have been pooled into a new unified marketing committee called the Marketing Advisers' Forum.

The intention is to boost the UK profile for both its credit and debit card brands amid growing pressure from competitors.

The Marketing Advisers Forum will be made up of representatives from the member UK banks, and chaired by John Hutchison, managing director of Visa UK.

Its aim will be to come up with ideas to promote the Visa brand more heavily, including a possible generic advertising campaign, new promotion, and product launches.

The Marketing Advisers' Forum will work closely with the recently renamed Delta Marketing Committee, which focuses solely on the promotion of Visa Delta, the debit card operation.

Fiona Wilkinson, vice president UK sales and support of Visa UK, said: "There is no doubt that we are under increasing pressure from our competitors.

"Our aim is to increase usage of Visa and win new customers from the cash and cheque market. …

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