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Visa trims tagline in global rebrand

Visa has unveiled its latest global brand identity with a new logo and tagline – largely a trim to its old tagline, removing the “its”. The tagline now is “Everywhere you want to be” versus the old one “It’s everywhere you want to be”.

The new positioning will run through all of Visa’s communications to stakeholders – consumers, merchants, government, financial institutions and employees – through all channels.

This is also the tagline it used in 1984, developed by BBDO New York. Visa declined to comment on the cost of the rebrand. BBDO was also the main agency behind this rebrand.

“We launched “Visa, It’s everywhere you want to be” in 1984 to reflect the growing presence of Visa in merchant locations across the United States. Today, the new campaign is anchored in the idea of ‘everywhere’, which represents our brand promise of universality and ubiquity around the world,” a spokesperson told Marketing.

Visa has been looking to reinvent its marketing direction, streamlining its communications and marketing functions internally as well.

The first external expression of the new platform debuts with an Olympic-themed TV spot in the US, featuring US. Olympic women’s ski jumping hopeful and Team Visa athlete, Sarah Hendrickson.

Visa has been sponsoring the Olympic Games for more than 27 years.

According to the New York Times, Visa is estimated to spend more than US$500 million globally on advertising.

Andrew Robertson, president and chief executive at BBDO Worldwide told the NYT, that the new theme does not represent “a reset or a restart”, but the start of something new.

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