Visa launches “Everywhere You Want to Be”

Visa Inc. today launched “Everywhere you want to be,” a multi-stakeholder communications platform that reflects the company’s ambition to deliver universal access to Visa’s secure, reliable and convenient digital payments. Everywhere is also a celebration of everyone’s aspirations, „from an athlete achieving her Olympic dream to a single mother accessing her first bank account on a Visa card”.

“We recognized that, for the first time in Visa’s 55-year history ‘everywhere’ is now within reach of ‘everyone,’” said Antonio Lucio, Visa’s chief brand officer. “New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world. At this important inflection point in Visa’s history, connecting to our heritage and vision was a powerful and irresistible idea.”

In the 21st century, “everywhere” transcends card usage at physical locations. It’s about realizing potential and achieving dreams. “Everywhere” now is relevant for a farmer in Rwanda paying school fees on his mobile phone, a jewelry designer in California selling to a global online customer base or a government official in Brazil rebuilding a village using a Visa prepaid card.

“For the first time in our history, we are using all the communications tools at our disposal to reach everyone – consumers, merchants, financial institutions ,employees, business partners and government officials – with a unified message tailored to them.”, says Charles Scharf, Chief Executive Officer, Visa Inc.

He added: “Everywhere you want to be” is much more than a tagline or advertising slogan. It marks an important milestone in the evolution of Visa. Thirty years ago, “Everywhere” was a restaurant in the United States. Today, thanks to advances in mobile and high-speed Internet, “Everywhere” is a mobile money system in Rwanda, an e-commerce merchant in California or a government prepaid card system in Brazil. In other words, our journey to ensure “Everywhere” is available to “Everyone” is well under way.”

With a new tagline, as well as a refreshed brand logo, Visa is introducing a new visual identity. The first external expression of the new platform debuts today with a new Olympic-themed television commercial airing in the United States, and then expanding to reach key audiences through variety of other traditional and digital channels in the coming months.

“The new platform is compelling because it encompasses strengths of Visa, past, present and future,” continued Lucio. “‘Everywhere’ includes the tens of millions of merchant locations that accept Visa today. It’s also the new ways and places people want to pay, including mobile and e-commerce. ‘Everywhere’ is also a celebration of everyone’s aspirations, from an athlete achieving her Olympic dream to a single mother accessing her first bank account on a Visa card.”