Visa TV Ad Highlights an Online Retail Partner

Visa U.S.A. launched its first TV commercial featuring an online merchant in its “It’s Everywhere You Want To Be” campaign.

Initially shown Nov. 1, on FOX during its football broadcast, the spot highlights online toy retailer eToys as an online merchant that does not accept American Express.

Created by BBDO New York, the eToys commercial illustrates the ease of online shopping and Visa’s leadership role in the growing e-commerce marketplace. Billings were not disclosed.

“Our relationship with eToys is one of several alliances Visa has forged in the online universe,” said Liz Silver, senior vice president for advertising at Visa U.S.A. “Using our highly recognizable and trusted brand name, we seek partnerships with leading sites to reach the ever-growing number of current and potential online consumers. The Visa brand on the Web acts as a seal of approval to give first-time Internet consumers the security and peace of mind to make online purchases.”

As with all of Visa’s partnerships, the company said, it developed an integrated marketing program with eToys that combines advertising and promotions. In addition to the new television and banner advertisements, Visa and eToys are providing promotional support on each other’s Web sites and through payment card statement inserts, and they plan a joint holiday-themed cause-related promotion benefiting Toys for Tots.

“eToys is thrilled to have such extensive support from Visa, not only for what it will do for our business, but also for online shopping in general,” said Toby Lenk, CEO of Santa Monica, CA-based eToys. “Visa is enhancing overall comfort with online shopping by extending to the virtual world the very same conveniences and protections that Visa cardholders enjoy in the physical world.”

Also upcoming are full-page eToys advertisements in USA Today, The Wall Street Journal, The New York Times and other major dailies.

Visa also plans to launch a national print campaign in mid-November featuring several e-commerce alliances, including those with Yahoo and Music Boulevard. These ads are scheduled to appear in Time, Newsweek, People and a variety of other news weeklies and lifestyle publications.

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