VISA kicked-off its third NFL partnership year last night with a new national TV spot featuring Superbowl Bowl Champs, the Green Bay Packers, a $1 Million Mall Promotion, the VISA NFL Ultimate Week of Football Sweepstakes and a $25,000 donation to each NFL teams designated charity.. The Visa/NFL $1 Million Mall Promotion is open to Visa cardholders who make purchases with their cards at more than 400 participating shopping malls from Sept. 1-Oct 31. Cardholders will automatically receive a game piece at the point of purchase for chances to win one of 20,000 $50 Visa Travelers Checks or $50 mall gift certificates. Visa cardholders will also automatically be entered to win one grand prize trip for two to Super Bowl XXXII and the Pro Bowl, and eight first prize trips for two to the Pro Bowl. More than 36,000 stores will feature point-of-sale signage for Visas NFL Promotion.
Visa U.S.A., the preferred card of the NFL, today announced its starting line-up for this year’s football season: a breaking advertising spot featuring the fans and home town spirit of the Super Bowl XXXI champions, the Green Bay Packers; a $750,000 donation to the NFL to be distributed among each team’s designated charity; new and expanded NFL promotions that entice loyal and casual fans including an opportunity to attend the ultimate football vacation: a trip to both Super Bowl XXXII and the Pro Bowl.
“Our 1997 marketing efforts cater to both casual viewers and die-hard fans so that everybody can get off the bench and play,” said Michael Lynch, vice president, event marketing, Visa U.S.A. “Through an integrated marketing approach, Visa is taking football everywhere fans want to be this season — be it the mall or a pre-game tailgate party, we have a program that will grab the interest of even the most passive fan.”
Home Team Advantage
“… and while it’s pretty tough to get a ticket from the Super Bowl Champs, it’s absolutely impossible with American Express.”
Visa will break its latest NFL commercial spot featuring Super Bowl XXXI champions — the Green Bay Packers — during the first regular season Monday night football game on September 1. The 30-second spot depicts the home-team spirit of Green Bay and the exclusive acceptance of Visa at Lambeau Field.
The spot humorously shows the sorrow local residents feel about neighbors and fellow Packers fans who are moving out of town. Grief, however, is quickly replaced by competition as these neighbors, already die-hard fans, vie for the now available Packers season tickets. The spot drives home the familiar “Visa: It’s Everywhere You Want to Be” message; in this case, Visa gets you into Lambeau Field.
The Ultimate Football Fantasy
Visa will launch two “off-the-bench” programs to encourage consumers to be interactive with the NFL this season. Consumers will vie for $50 Visa Travelers Checks or gift certificates and the once-in-a-lifetime opportunity to experience the excitement of the two greatest events in professional football: the Super Bowl in San Diego and the Pro Bowl in Hawaii.
The Visa/NFL $1 Million Mall Promotion is open to Visa cardholders who make purchases with their cards at more than 400 participating shopping malls from September 1 – October 31, 1997. Cardholders will automatically receive a game piece at the point of purchase for chances to win one of 20,000 $50 Visa Travelers Checks or $50 mall gift certificates.
Adding to the excitement is the Visa NFL Ultimate Week of Football Sweepstakes. Visa cardholders who make purchases with their Visa cards from September 1 – October 31, 1997, will automatically be entered to win one grand prize trip for two to Super Bowl XXXII and the Pro Bowl, and eight first prize trips for two to the Pro Bowl. This promotion is very attractive even to the most passive fan who can enjoy the destinations of San Diego and Hawaii and the immediate benefits of making purchases with a Visa card.
Cardholders can double their chances of winning the dream trip every time they use their Visa cards to pay for purchases at J.C. Penney and CompUSA. In addition, cardholders will receive 25% discounts on purchases made at these two national retailers. Other retailers will help drive sweepstakes participation as well. More than 36,000 stores will feature point-of-sale signage, reminding consumers that every time they use their Visa card they’re automatically entered into the sweepstakes. To ensure casual NFL fans get into the act, inserts detailing the sweepstakes will be included in over five million statement mailings. In addition, over 200 banks will individually spread the word to their cardholders.
NFL Retailer of the Year
As the presenting sponsor of the NFL Retailer of the Year program, Visa continues its commitment to the retailer community by recognizing merchants who develop NFL-related promotions. Visa and the NFL will once again recognize and reward outstanding retail marketing programs at the end of the season. The winner will be nationally recognized through advertising and publicity following the announcement.
Sponsorships in Overtime
Visa will make a $25,000 donation to each NFL team’s designated charity this year. Visa’s partnership with the NFL will infuse $750,000 into community-based charities and programs across the country including Reading Is Fundamental, United Way and Big Brothers/Big Sisters.
Visa has also added a number of additional marketing and public relations programs to its playbook this year to heighten awareness of its NFL partnership, encourage bank and merchant participation and — most importantly — involve all types of fans in this year’s NFL season.
“Similar to what we do for the Olympics and the Visa Triple Crown Challenge, we expect to generate extensive card usage through our integrated marketing strategies that support the NFL partnership,” said Lynch. “In addition to the retail promotions and our advertising spot, Visa will support our NFL sponsorship with a comprehensive marketing plan and will enable member banks to participate in many NFL initiatives.”
Visa is the preferred payment brand and the largest consumer payment system worldwide. It plays a pivotal role in advancing new payment products and technologies to benefit its 21,000 member financial institutions, their cardholders, and the global economy. Visa is the only consumer payment system to facilitate $1 trillion worth of purchases of goods and services in a fiscal year. Visa’s nearly 600 million cards are accepted at more than 14 million worldwide locations, including 370,000 ATMs in the Visa/PLUS Global ATM Network. Visa’s Internet address is http://www.visa.com.