VISA USA has launched its first new brand campaign in 20 years. The “Life Takes VISA” campaign ads will premier on February 10th during the “Opening Ceremony” of the “XX Olympic Winter Games.” Beginning February 13th, six Olympic-themed television ads will be introduced during broadcast coverage of the “Games.” In the first three months of the campaign, VISA expects to generate more than 4 billion consumer impressions through national broadcast, magazines and newspapers, high-traffic Web sites, public transit media and billboards. In addition to national exposure, the campaign will be highlighted through outdoor ads in Boston, Charlotte, Chicago, Dallas, New York, Philadelphia, San Francisco and Washington, D.C. In allocating spending for the ads, VISA says it is shifting the media mix to include more outdoor advertising, a stronger emphasis in the Hispanic market and POS reminders. The “Life Takes VISA” platform will combine VISA’s updated brand mark and new card design announced last year. VISA says the new campaign reflects its evolution from a top credit card company to the leader in electronic payments. The new website, “www.lifetakesvisa.com”:www.lifetakesvisa.com, will be available this Friday.