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Visa Signature ad campaign highlights premium rewards

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A new series of advertisements running through September 2007 features credit card giant Visa USA aiming to inform wealthier consumers about premium rewards offered by its Signature line of Visa credit cards.   

Visa's Signature line of high-end products includes such credit cards as the Chase Freedom Visa Card and the Marriott Rewards Visa Signature Credit Card

While it is already known for being accepted nearly everywhere and is the global leader in electronic payments, Visa is now working to increase the awareness surrounding its premium-rewards credit cards.  At the same time, Visa is hoping to reposition itself as a participant in the high-end credit segment.

Visa's ad campaign provides consumers with a checklist of "Things to do while you're alive" via print and online placement.

While Visa's Signature sub-brand has been around for several years, it remains less recognized than premium credit cards and rewards programs from competitors, particularly American Express.  Visa hopes the new ad campaign will boost the profile of its high-end credit cards with a select audience without confusing the general consumer.

With that goal in mind, Visa needs to differentiate 9 million Visa Signature accounts from over 500 million other Visa customers.  Visa's premium credit cards are aimed at households with an annual income above $125,000, of which there were about 19 million in 2005, according to the latest U.S. census data.

The Signature ad campaign's main image is a checklist of life experiences, made up of unique packages available only to premium cardholders, ranging from luxurious but more commonplace indulgences, like a weeklong spa vacation, to attending events that are usually off-limits to the public, like the Tony Awards ceremony.  Many of the rewards packages offer an exclusive slant, such as parties at events like the Grammy Awards.

The services provided by these Visa cards extend beyond the exclusive and costly vacation packages to 24-hour concierge services and travel upgrades, as well as advance reservations for restaurants, theater, and film events.  While such benefits are not the ad campaign's main focus, they are noted on the Signature website.

Published: March 9, 2007


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