SBD/7/Sponsorships Advertising Marketing

GIVE THEM CREDIT: MASTERCARD AND VISA PREPARE PROMOS

          MasterCard "is launching what may be the world's most
     widespread consumer sweepstakes promo" this month as it
     "kicks in marketing leverage of its World Cup sponsorship,"
     according to Terry Lefton of BRANDWEEK.  The sweepstakes
     ties in 31 issuers in 21 countries in support of MC's
     Maestro brand debit card, and offers trips to this summer's
     World Cup.  Consumers are entered by using their Maestro
     card.  No U.S. issuers are participating.  MC Senior VP/
     Global Deposit Products Dan Ciporin, on the "logistical
     problems" of a worldwide sweepstakes: "They are enormous,
     but we wanted to drive usage globally with the brand
     awareness we get during World Cup years and this should do
     that" (Terry Lefton, BRANDWEEK, 4/6 issue).  
          HORSIN' AROUND: Lefton also reports that Visa, in the
     third year of its five-year sponsorship of horse racing's
     Triple Crown, is "stepping up marketing" of the three big
     races.  In addition to a new TV spot, "again emphasizing
     that the Kentucky Derby, Preakness and Belmont Stakes don't
     take American Express," Visa will "flank its media with a
     raft" of promos.  A national "Run For The Roses" sweepstakes
     enters consumers using Visa cards from now through June 8 in
     a sweeps offering trips to the various Triple Crown races as
     prizes.  Support is through statement inserts and POP. 
     Visa, following the "rose" theme, is teaming with FTD to
     offer consumers discounts when using Visa to order via its
     toll-free number. Visa is also sponsoring a travelling
     historical display highlighting the 25th anniversary of
     Secretariat's Triple Crown win.  A "Go to the Races" sweeps
     with NationsBank and US Airways ties to the airline's co-
     branded Visa card and mileage program (BRANDWEEK, 4/6). 

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