Visa this week ramps up its activation behind the 2008 Summer Olympics with a multimedia campaign that stars current Olympic and Paralympic athletes, as well as Olympic legends.
The campaign, "Go World," via TBWA/Chiat/Day, Los Angles, includes TV, print, Internet and a dedicated Web site at which stories of Olympic stars will be updated. The effort will run through the summer. Spend was not disclosed.
"Come Together" and five other spots will break this week. Athletes include Michael Phelps, Cheri Blauwet, Kerri Strug and Derek Redmond. Future creative will include athletes who are members of Team Visa Beijing, including Bryan Clay, Allyson Felix, Paul Hamm, Nastia Liukin, Steven Lopez, Katie Hoff, Bubba Harris, Kerri Walsh and Marlon Shirley (track and field). Legendary Olympians will include Bob Beamon, Dick Fosbury and Jim Thorpe.
"The Olympic Games begin and end with the athletes, a fact that we at Visa have emphasized and celebrated during our 20-plus year partnership with the Games," Antonio Lucio, CMO at Visa, San Francisco, said in a statement. "The 'Go World' campaign captures the passion that is unique to the Olympic Games by focusing attention on the achievement of the human spirit as embodied in extraordinary athletes, past and present."
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