• Brandweek, Wednesday, November 8, 2006 11 AM

A new holiday campaign for Visa includes a sweepstakes that will award 10 people grand prizes of $100,000 each. Anyone using a Visa card between Nov. 1 and the end of the year will be automatically entered in the "$100K Holiday from Visa" contest. Jaye Hersh, owner of the celebrity clothing store Intuition, has been named Visa's "Chief Shopping Officer" for the campaign.

In TV spots, Ebenezer Scrooge will be seen performing "selfish" acts of charity that allow him to use his Visa card and thereby earn a chance to win money for himself. The campaign is also being pushed through point-of-sale and statement inserts, as well as a Web site with an instant-win feature that will award prizes of up to $1,000. Out-of-home ads reinforce other benefits of the Visa check card, such as security and convenience.

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