Visa Launches “Everywhere You Want to Be,” a Corporate Platform That Reconnects the Company to Its Heritage

Integrated Platform Reinforces Visa’s Commitment to Engage All Audiences in Relevant and Meaningful Ways by Expanding our Vision: “to be the best way to pay and be paid”

FOSTER CITY, Calif.--(BUSINESS WIRE)--Jan. 13, 2014-- Visa Inc. today launched “Everywhere you want to be,” a multi-stakeholder communications platform that reflects our ambition to deliver universal access to Visa’s secure, reliable and convenient digital payments.

For decades, Visa, the global digital payments network, has been driven by a set of ideals anchored in our vision of being the “best way to pay and be paid.” This has expanded in recent years to include “for everyone, everywhere.” By evolving our famous tagline - “It’s everywhere you want to be” - the company is recommitting to these ideals and vision for consumers, merchants, governments, financial institutions and employees with a unified message tailored to each audience.

“We recognized that, for the first time in Visa’s 55-year history ‘everywhere’ is now within reach of ‘everyone,’” said Antonio Lucio, Visa’s chief brand officer. “New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world. At this important inflection point in Visa’s history, connecting to our heritage and vision was a powerful and irresistible idea.”

In the 21^st century, “everywhere” transcends card usage at physical locations. It’s about realizing potential and achieving dreams. “Everywhere” now is relevant for a farmer in Rwanda paying school fees on his mobile phone, a jewelry designer in California selling to a global online customer base or a government official in Brazil rebuilding a village using a Visa prepaid card.

“We will express our vision to each of our audiences in ways that are directly meaningful to them,” Lucio said. “This platform speaks to our dedication to change how we engage with all our partners, and helps underscore the defining characteristics of our business: convenience, reliability, security and access, that together deliver Visa’s true value.”

New Visual Identity, Advertising

With a new tagline, as well as a refreshed brand logo, Visa is introducing a new visual identity for one of the most recognized and powerful brands in the world.

The first external expression of the new platform debuts today with a new Olympic-themed television commercial airing in the United States, and then expanding to reach key audiences through variety of other traditional and digital channels in the coming months.

Visa’s first new spot under the “Everywhere you want to be” tagline is entitled “Flying,” and features U.S. Olympic women’s ski jumping hopeful and Team Visa athlete, Sarah Hendrickson. The new brand platform will be brought to life in Visa’s Olympic-themed creative, and via social and digital extensions, by spotlighting athletes’ stories of accomplishment to help inspire viewers to imagine their own “everywhere.” Visa has been a proud Worldwide Partner of the Olympic Games for more than 27 years.

“The new platform is compelling because it encompasses strengths of Visa, past, present and future,” continued Lucio. “‘Everywhere’ includes the tens of millions of merchant locations that accept Visa today. It’s also the new ways and places people want to pay, including mobile and e-commerce. ‘Everywhere’ is also a celebration of everyone’s aspirations, from an athlete achieving her Olympic dream to a single mother accessing her first bank account on a Visa card.”

About Visa

Visa is a global digital payments network that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure and reliable electronic payments. We operate one of the world’s most advanced processing networks - VisaNet - that is capable of handling more than 47,000 transaction messages a second, with fraud protection for consumers and assured payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, ahead of time with prepaid or later with credit products. For more information, visit corporate.visa.com.

Source: Visa Inc.

Visa Inc.
Paul Cohen, 650-432-2990
globalmedia@visa.com
or
For Visa/Olympic Games inquiries:
Sarah Pew, 650-432-7917
stoffoli@visa.com