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Visa's Global Marketing Honcho Talks About 'Go World' Campaign

  • Brandweek, Wednesday, November 11, 2009 10:35 AM
Elaine Wong interviews Kevin Burke, who oversees Visa's global consumer marketing, about the company's launch of "Go World" -- its first-ever global Olympics campaign -- this week. Burke says that whether viewers are in Canada, Russia, Japan, Korea, China or Latin America, they'll have a similar experience in terms of the broad message of the campaign -- how the world comes together to compete at the Olympics.

"It's really about encouraging people to go and realize the potential they have hidden inside them," Burke says.

But Visa is also customizing its content to each market by telling the stories of athletes from each of the countries. U.S. athletes include Julia Mancuso (alpine skiing), Lindsey Jacobellis (snowboard, snowboard cross) and Alexi Salamone (ice sledge hockey).

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