Visa Brings London 2012 Pitch Man Usain Bolt Back For World Cup Campaign

Visa "is bringing back the star of its London 2012 activity," Usain Bolt, for the marketing push supporting its sponsorship of the World Cup in Brazil, according to Matthew Chapman of MARKETING MAGAZINE. The first phase of the campaign "will give consumers the chance to win trips to Brazil attend the World Cup, while the following ‘Flow Faster’ phase will concentrate on Visa’s payment technologies." The World Cup campaign is built around the idea of "following Bolt to Brazil" because Bolt, a ManU supporter, is "football’s fastest fan." Visa "will run the campaign, created by Saatchi & Saatchi London, across 22 markets" until the end of the tournament. Creative shows Bolt "start his journey on a Jamaican athletic track and end in the Maracana stadium, while becoming immersed in Brazilian football on his way with every online, contactless and mobile transaction" (MARKETING MAGAZINE, 5/30).