Visa U.S.A., Inc.: Works Like A Check campaign

Rebecca Stanfel

In the mid-1990’s, credit card company VISA recognised the market potential for its “Check Card”. Visa used a $46.7million budget (approximately £24million at 2008 rates) to increase the card’s uptake.

Visa U.S.A., Inc.: Works Like A Check campaign

Rebecca Stanfel

OVERVIEW

With little fanfare and virtually no advertising support, Visa U.S.A. introduced the Visa Check Card in 1979. This off-line debit card, which resembled a traditional credit card except that it deducted funds from a user's bank account like a check, was accepted by a wide range of businesses. It was not until the mid-1990s, however, when technology played a stronger role in American culture, that Visa executives decided that there was a vast market for its Check Card. Banks favored the card system because it reduced the amount of...

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