Consumer Payment Card News

VISA's Fall Promotion

Visa U.S.A. and 23 upscale retail stores nationwide today invited Visa cardholders to a “Tribute to Style” and the chance to win $25,000 of the world’s most chic clothing, jewelry and accessories.

By using a Visa card at any participating store from October 1 through the end of November, consumers will be given a unique fold-out “invitation to style” with the chance to win one of thousands of prizes. The “Tribute to Style” promotion is an extension of the Rodeo Drive charity event, co-sponsored by Visa, of the same name which took place on September 21.

The grand prize winner will receive a $25,000 Rodeo Drive shopping spree, two tickets to one of Hollywood’s hottest awards shows, personal wardrobe consultation by ‘stylist to the stars’ Patty Fox and a copy of her book, Star Style. Twenty-five first prize winners will enjoy a $5,000 shopping spree on Rodeo Drive, consultation with Patty Fox and a copy of her book. There will be 2,500 second prize winners who will receive Star Style. Everyone will win style advice through a fun and informative fashion tip in the fold-out invitation.

The “Tribute to Style” promotion marks a continuation in Visa’s efforts to promote upscale retailers. Visa recently completed two Visa Gold promotions: the “Shop, Dine and Stay” retail and destination promotion, involving more than 500 prestigious retailers, fine restaurants and luxury hotels across the country, and sponsorship of Bon Appetit’s Wine and Spirits Focus in Chicago.

“The ‘Tribute to Style’ promotion is really a tribute to Visa’s retail partners and cardholders,” said Tom Edwards, senior vice president, market development and acceptance, Visa U.S.A. “Retail promotions like ‘Tribute to Style’ help our retail partners increase traffic in their stores nationwide and at the same time reward our customers. In addition, retailers experience the benefits of accepting the world’s largest payment method — such as guaranteed payment, incremental sales increases with card usage, and higher average ticket purchases.”

Stores on Rodeo Drive and participating stores throughout the country will have the “invitations to style” for distribution to consumers who make purchases with their Visa cards. Merchants include Bang & Olufsen of America, Christian Dior, Cole Haan, David Orgell, Davidoff of Geneva, Denmark Jewelry, Ermenegildo Zegna, Escada, Escada Sport, Fendi, Fred Hayman Beverly Hills, Fred Joailler, Gianfranco Ferre, Giorgio Beverly Hills, Guess?, Hammacher Schlemmer, Harry Winston, J.P. Tods, Lalique, Lladro, Louis Vuitton, Nicole Miller, and Sulka.

“Partnering with Visa U.S.A. for the ‘Tribute to Style’ promotion is a wonderful opportunity for us,” said Ron Michaels, General Manager, Luis Vuitton, Rodeo Drive. “The level of awareness that Visa generates through support of their promotional partnerships has a substantial impact in creating interest and excitement among our current and potential customers.”

“We are very excited about the special Tribute to Style promotion, and the tremendous support Visa U.S.A. has shown to our 25th anniversary celebration in co-underwriting the ‘Tribute to Style’ event,” said Fred Hayman, owner of Fred Hayman Beverly Hills. “Visa is one of the strong cards on Rodeo Drive, and we are happy to have a close association with them in the many promotions that have benefited The Entertainment Industry Foundation/Permanent Charities, Rodeo Drive, our retailers and, of course, Visa.”

The promotion will be publicized through point-of-purchase communication and national print advertising. Details will be outlined in advertisements in a special 22-page section on a “Tribute to Style” in the October issues of Vogue, Vanity Fair and GQ. Advertising also will run in the same publications in the regular editorial section, including promotion details and contact information for consumers who do not live near participating retailers and would like to request a fold-out invitation.

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

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