• NY Times, Wednesday, February 8, 2006 11:30 AM

For the first time in 20 years, Visa is changing its slogan and marketing approach in an attempt to become a more integral part of its customers' lives. The company is dropping its longtime slogan, "Visa, it's everywhere you want to be," in favor of a new one: "Life Takes Visa." The slogan will be incorporated into a new ad campaign designed to touch an emotional chord in consumers' minds and become more than just a credit card. "Visa is not about buying a tube of toothpaste for X dollars," said Carisa Bianchi, president of TBWA/Chiat/Day, which created the new campaign. "It is really about what that smile brings to you. It is all about experiences." The advertising campaign is the latest example of how financial services companies are playing off emotional ties to their customers rather than the ability to process transactions. But Visa is a little late to the party. Competitors like MasterCard and American Express have been using the same approach for the past several years.

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