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SBD/7/Sponsorships Advertising Marketing
GIVE THEM CREDIT: MASTERCARD AND VISA PREPARE PROMOS
Published April 7, 1998
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).