Visa is reportedly set to brief four agencies with a view to rolling
out a region-wide activation programme to accompany its sponsorship of
the 2008 Beijing Olympic Games. According to sources, Visa has shortlisted 141, Proximity, Tequila and RMG Connect. "The focus will be on leveraging the Games at a point-of-sale level and turning brand feeling into card action," said a source.
It is believed that the programme will aim to ignite activation and usage and will target a broad audience.
Visa has been a gobal Olympic
sponsor for nearly two decades, and counts Chinese hurdler Liu Xiang as
a key celebrity endorser. It is believed the project is being led by
Visa International head of sponsorship marketing Chris Taylor, who did
not respond to request for comment at press time.
Visa is reportedly set to brief four agencies with a view to rolling
out a region-wide activation programme to accompany its sponsorship of
the 2008 Beijing Olympic Games. According to sources, Visa has shortlisted 141, Proximity, Tequila and RMG Connect. "The focus will be on leveraging the Games at a point-of-sale level and turning brand feeling into card action," said a source.
It is believed that the programme will aim to ignite activation and usage and will target a broad audience.
