MarketingVOX: In an effort to better reach wealthy customers, Visa is redirecting its “Signature” credit-card advertising exclusively to online and print.
Visa’s studies have shown that wealthy customers tend not to watch TV, but spend more time online, and they value reward programs, AdWeek reports. “The ‘Signature’ campaign needs to separate itself from Visa, but not be so high falutin’ as to be esoteric or exclusive,” said Rob Schwartz, executive creative director at Omnicom Group’s TBWA\Chiat\Day in Playa del Rey, Calif.
Visa says its current “Life Takes Visa” campaign is working, but could be more effective. So the credit card company’s marketing will branch off to target wealthy customers by emphasizing rewards such as trips to major sporting events, spa getaways, and luxury amenities such as concierge services.
The new campaign will begin running this week and continue through September.
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