Agency: Colenso BBDO

Objectives

  1. Strengthen innovation attributes for the Visa brand in order to increase brand relevancy amongst the younger, millennial audience. >51% association of Visa as ‘a leader in innovative payment solutions'.
  2. Increase out-of-towner ticket sales to Visa Wellington On A Plate festival by 10% to be able to tangibly support the festival and its national and international growth objectives.

Strategy

Visa's brand focus of bringing the ‘Future Of Payments’ to life for millennials drove our innovation approach to this year's sponsorship focus. Food is one of Visa's identified passion points for its millennial target and the Visa Wellington On a Plate festival attracts a large majority of this age group with 33% of the festival's local attendees being under the age of 34.

Visa Wellington On a Plate has become recognised as one of the most original and innovative culinary festivals in Australasia with more than 120 events, 140 participating restaurants and a significant volume of Visa payment volume driven through both ticket sales and participating restaurant menus and experiences.