Media > Use of Media
OMD , Miami / VISA / 2014
Overview
Credits
Effectiveness
Rating for TLC in Latin America showed a growth of 133% between 2012 and 2013 compared with the
previous year.
Our alliance with Despegar.com was hugely successful, with Visa becoming the preferred
payment method with a 51.28% share of all transactions: a growth of 16 percent in 4
months.
Purchases from the countries to the specific destinations increased on an average of 67%. The
largest increase came from Venezuelan consumers who increased their use of Visa by 150%.
Despegar.com reported that the sales hit new heights, with more volume during the campaign than at any other time of the year.
Execution
Check-In VISA is a travel show featuring destinations chosen by our social media community each
week.
The content of each episode comes from social media requests & suggestions. Each episode
showcased one of a kind attractions, restaurants, unique ‘what to do’s’ and, of course, the benefits of
paying with Visa.
After the show aired, offers became available to our cardholders on the biggest travel website in
Latin America, Despegar.com.
A branded section of the website Check-In VISA provided the best promotions on airline tickets, hotels and touristic packages to the 9 destinations chosen by consumers.
With every transaction, Despegar.com sent a e-Ticket with further information on the destination and the perks of paying with VISA. Lastly, a newsletter provided a stream of informative destination content.
The show was supported online and on cable with promos with a recognized travel blogger, Sonia Gil and
these capsules were rotated on Discovery Networks.
Strategy
VISA cardholders love to travel, and when they do, they enjoy the peace of mind that comes with a
VISA card.
That means being a partner every step of the way; from choosing unique destinations, to making great memories, to having the right support system in unexpected situations.
We became that partner for our Visa cardholders throughout their journey: from planning and
booking, to enjoying their travel experiences, we gave them peace of mind
Our client had a big goal: Make VISA the preferred paying method for traveling in Latin America.
Our strategy empowered consumers to demonstrate Visa is the best partner while traveling.
Through social media channels, we allowed participants to choose their favorite
Latin American destinations.
Each week a social media contest allowed our community select a city to visit.
We partnered up with Discovery Networks and launched in prime time our exclusive branded TV show: Check-In VISA.
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