Visa U.S.A., Inc.: Visa. It's Everywhere You Want To Be campaign
Rebecca StanfelOVERVIEW
In 1985 Visa U.S.A. was the world's largest credit card company, but it lacked a specific brand image. The American Express Company advertised its cards as the best way to pay for travel and entertainment expenses. MasterCard International positioned its brand for middle- and lower-income consumers. Visa, however, aimed for both American Express's and MasterCard's target markets as well as for more traditional consumers who paid with cash and checks. Visa realized that one advantage it had over its competition was that merchants worldwide accepted Visa...