Visa U.S.A., Inc.: Visa. It's Everywhere You Want To Be campaign

Rebecca Stanfel

In 1985, Visa and BBDO advertising agency launched the “It’s Everywhere You Want To Be” campaign, in an attempt to differentiate and attract customers away from competitors: AMEX and MasterCard.

Visa U.S.A., Inc.: Visa. It's Everywhere You Want To Be campaign

Rebecca Stanfel

OVERVIEW

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands