SBD/January 13, 2014/Marketing and Sponsorship

Visa To Launch New "Everywhere You Want To Be" Campaign During Sochi Games

Visa's new "Everywhere you want to be" campaign was introduced on Saturday with an ad featuring Olympian Sarah Hendrickson discussing the introduction of women's ski jumping at the upcoming Sochi Games, according to Stuart Elliott of the N.Y. TIMES. The spot, created by BBDO, N.Y., features Hendrickson saying, "This year, women's ski jumping is an Olympic event. Now, women get a chance to fly. I'm Sarah Hendrickson, and this is my everywhere." The commercial "will arrive in other countries in coming months." Visa's new campaign is a shortened version of its earlier theme, "It’s everywhere you want to be," that was featured in campaigns from '85-'06. Meanwhile, while Visa has been an Olympic sponsor since '86, "problems related to issues like security and discrimination threaten to diminish the value of the Winter Games as a marketing tool." Visa Chief Brand Officer Antonio Lucio said, "Every Olympic Games brings with it its own set of challenges. It’s still a great global platform." He added, "We expect the Olympic Games to be another opportunity to associate ourselves with the highest values of human achievement." But he added that "'we will be ready' for contingencies like demonstrations against Russia’s ban on gay 'propaganda.'" Lucio: "We support the highest ideals of the Olympic movement, which include inclusion. We have a strong anti-discrimination policy, and we will make sure we will have all sorts of guarantees our guests and employees are well taken care of" (N.Y. TIMES, 1/13).

INVESTMENT STRATEGY: TD Ameritrade has pledged to support seven Olympic athletes competing in Sochi and has paired them with seven young athletes aspiring to compete in the '18 Pyeongchang Games. Every mention of the hashtag #ItAddsUp on social media will help fund the athletes' trips to Sochi as well as add to a TD Ameritrade investment account to cover future training expenses. TD Ameritrade's official Twitter account also will host weekly sweepstakes featuring prizes like a snowboard signed by U.S. snowbaorder Louie Vito. Fans also can win a trip to the '16 Rio Olympics or a visit to the U.S. Olympic Training Center (THE DAILY).

TD AMERITRADE ATHLETE PAIRS
CURRENT OLYMPIAN "NEXT GENERATION" ATHLETE
Speedskater J.R. Celski Speedskater Aaron Tran
Snowboarder Louie Vito Snowboarder Gabe Ferguson
Hockey player Ryan Callahan Paralympic ice sledge hockey player Chris Douglas
Skeleton racer Noelle Pikus-Pace Skeleton racer Gracie Clapp-Taylor
Paralympic skier Danelle Umstead Paralympic skier Katrina Schaber
Freestyle skier Patrick Deneen Freestyle skier Nik Seemann
Biathlete Tim Burke Biathlete Jakob Ellingson
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