Visa Launches "Everywhere You Want to Be"

Visa Inc. have launched "Everywhere you want to be," a multi-stakeholder communications platform reflecting their ambition to deliver universal access to Visa's digital payments.

"We recognized that, for the first time in Visa's 55-year history 'everywhere' is now within reach of 'everyone,'" said Antonio Lucio, Visa's chief brand officer. "New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world. At this important inflection point in Visa's history, connecting to our heritage and vision was a powerful and irresistible idea."

In the 21(st) century, "everywhere" transcends card usage at physical locations. It's about realizing potential and achieving dreams. "Everywhere" now is relevant for a farmer in Rwanda paying school fees on his mobile phone, a jewellery designer in California selling to a global online customer base or a government official in Brazil rebuilding a village using a Visa prepaid card.

"We will express our vision to each of our audiences in ways that are directly meaningful to them," Lucio said. "This platform speaks to our dedication to change how we engage with all our partners, and helps underscore the defining characteristics of our business: convenience, reliability, security and access, that together deliver Visa's true value."

New Visual Identity, Advertising

With a new tagline, as well as a refreshed brand logo, Visa is introducing a new visual identity for one of the most recognized and powerful brands in the world.

The first external expression of the new platform debuts today with a new Olympic-themed television commercial airing in the United States, and then expanding to reach key audiences through variety of other traditional and digital channels in the coming months.

"The new platform is compelling because it encompasses strengths of Visa, past, present and future," continued Lucio. "'Everywhere' includes the tens of millions of merchant locations that accept Visa today. It's also the new ways and places people want to pay, including mobile and e-commerce. 'Everywhere' is also a celebration of everyone's aspirations, from an athlete achieving her Olympic dream to a single mother accessing her first bank account on a Visa card." 

What are your thoughts on the strap line ? 

 

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