September 8, 2010: All eyes may be on the prize of Super Bowl XLV, but Visa has a bigger vision: trips to the Super Bowl for life.
The financial services company, which has been an NFL marketing partner since 1995, has unveiled details of a multi-media campaign anchored by the "Super Bowl Trip for Life Sweepstakes." The effort, timed for the start of the 2010 NFL season kickoff weekend, also includes such key elements as national advertising, client and merchant activation programs, new team relationships and the sixth season of Financial Football, an educational program to promote financial literacy in high schools nationwide.
The Super Bowl grand prize mirrors an effort that Visa held earlier this year when it launched a promotion offering a trips for life to the Winter Olympics.
From Sept. 9–Dec. 31, 2010, Visa card holders in the U.S. will automatically be entered for a chance to win a trip to the Super Bowl for life when they use their Visa card. The prize begins with Super Bowl XLV at Cowboys Stadium in February 2011. In addition to TV and POP, marketing support includes a dedicated Web site offering full details. Visa said that the winner would be selected in early January.
“The NFL is America’s favorite sport and the Super Bowl has become the quintessential sports experience for fans across the country,” Antonio Lucio, CMO for Visa Inc., said in a statement. “This year’s integrated marketing campaign celebrates and recognizes the passion that fans have for the NFL and the Super Bowl, while providing business building opportunities for our clients to connect with their card holders.”
Visa said it would also promote the Super Bowl Trip for Life Sweepstakes with digital ads that will appear on such Web sites such as NFL.com.
The promo campaign will be followed In October with Visa's "Fans Forever" national campaign, with TV, POP and social media extensions "celebrating the lifelong passion that NFL fans have for the sport of football and the Super Bowl." TBWA\Chiat\Day is Visa's lead agency.
"This year’s integrated Visa marketing campaign celebrates and recognizes the passion that fans have for the NFL and the Super Bowl."
In addition to being the exclusive payment services sponsor of the NFL, Visa has become the exclusive payment services sponsor of 13 NFL teams: first-year deals with the Jacksonville Jaguars, Minnesota Vikings, Indianapolis Colts and Tennessee Titans adding to Visa's roster that already includes the Atlanta Falcons, Baltimore Ravens, Buffalo Bills, Carolina Panthers, Cleveland Browns, Denver Broncos, New England Patriots, New Orleans Saints and San Francisco 49ers. For the second consecutive year, San Francisco-based Visa is also the sponsor of the San Francisco 49ers practice jersey.
For the seventh consecutive season, Visa will also present the "Visa Halftime Report" on Fox NFL broadcasts.
As part of NFL Kickoff 2010 in New Orleans on Sept. 9, Visa has selected 16 student-athletes from Bay High School in Bay St. Louis, Miss., who are involved in the Financial Football program to ride on a Visa-themed float that will travel through the heart of the French Quarter during the Krewe of the NFL Kickoff Parade.
Upcoming scheduled Super Bowls:
• Super Bowl XLV: Cowboys Stadium Feb. 6, 2011
• Super Bowl XLVI: Lucas Oil Field, Indianapolis Feb. 5, 2012
• Super Bowl XLVII: Superdome, New Orleans Feb. 2013 (date TDB)
• Super Bowl XLVIII: New Meadowlands Stadium, NY/NJ Feb. 2014 (date TBD)