• by February 17, 2004

Visa USA has teamed up with Microsoft Corp.'s MSN on a new online campaign to promote its Visa Extras program to small businesses. The custom program features a dedicated Web site for small businesses, and is promoted via ads throughout the MSN network.

Spearheaded by MSN's custom brand solutions group, the Visa Extras program offers a dedicated Web site. The Your Business site--http://yourbusiness.msn.com--was built to help Visa target small businesses of 10 or less employees, offering them relevant advice and tips. The Visa Extras program invites businesses to earn points toward a variety of rewards when they use an enrolled eligible Visa Business debit or credit card to make certain types of purchases. An on-screen "session strip" offers additional tips and news, and a link back to the Your Business site. The strip can remain at the top of the screen during visitors' browsing sessions even after they leave the Your Business site.

The program, which debuted Monday, was developed by MSN in partnership with Visa's interactive agency AKQA, San Francisco.

Ads appearing on the site carry the headlines: "Your Visa Business card just got more rewarding. Enroll in Visa Extras and earn points toward greater rewards," and "Visa Extras--turn everyday business purchases into points toward your choice of rewards." Viewers are invited to click to learn more about Visa Extras. Editorial content on the site includes tips for managers on when they should invest in new hires, compensation issues, and more. Visa Extras, which runs on MSN through June, marks Visa's second program with the custom solutions group--last year, it ran the Ideas Happen campaign that targeted young people.

"Small businesses are craving easy-to-digest, useful information. [Small businesspeople] are time-pressed, and wearing many hats," says Gayle Troberman, director of custom brand solutions for MSN. "We wanted to make sure that the small business owner is getting something extra--we wanted to reinforce that message," she says. Visa will receive campaign optimization and brand effectiveness research at the conclusion of the program. Editorial content will be updated every couple of weeks. Visa will run targeted ads across the MSN network, including bCentral and Hotmail, promoting Visa Extras and its small business focus. MSN will promote the content area via the MSN Homepage and MSNBC.com to drive small business owners to the page.

MSN's custom solutions group worked on nearly 15 accounts in 2003, according to Troberman. In addition to Visa, MSN has scored renewals from custom clients including Toyota's Lexus brand and Astra-Zeneca's Nexium. Toyota also ran a custom program for its Prius and Solara brands. Volvo Cars of North America is now in its third year with MSN on the Volvo Digital Garage.