FIFA’s exclusive Financial Services Partner, Visa, is drawing attention to its association with the world’s biggest sporting event by ensuring that visitors to Cape Town have little doubt as to which method of payment to use when visiting South Africa’s shores. Assisted by vehicle branding specialist, Graffiti, the world’s largest retail electronic payments network has placed its 2010 FIFA World Cup™ branding atop 50 taxi vehicles in Cape Town in the form of illuminated Taxi Top advertisements.
Aimed at international travellers who are visiting Cape Town, the double-sided advertisements are intended to build Visa’s association with the 2010 FIFA World Cup™ and create awareness surrounding the fact that Visa is a widely accepted means of payment in South Africa. The new Taxi Top advertising campaign forms part of Visa’s broader 2010 FIFA World Cup™ marketing strategy which also includes TV, extensive outdoor, print and online elements.
Comments Visa Marketing Manager, Nadine Mouton, “The Taxi Top advertising medium proved to be highly visible and impactful during a two-month trial over December and January, therefore we thought it a particularly effective way of communicating with the international market in Cape Town over the next eight months. We want overseas visitors to feel comfortable presenting their Visa cards as a means of payment whilst in the country and we also want to let them know that Visa hopes to welcome them back in 2010 for the FIFA World Cup™.”
Perhaps Visa should’ve considered capitalising on the recent media reports that South Africans now need a “visa” to visit the UK. How far along are your company’s plans for capitalising on the 2010 boon?