Marketing Report London 2012 - International Olympic Committee
Marketing Report London 2012 - International Olympic Committee
Marketing Report London 2012 - International Olympic Committee
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Chapter Four / SPONSORSHIP 91<br />
Visa Promotions<br />
<strong>London</strong> <strong>2012</strong> marked the most active participation among Visa financial institution clients and<br />
merchant partners ever. Visa worked with approximately 1,000 financial institution clients and retail<br />
merchant partners to build and strengthen their business with Visa and create excitement among<br />
customers through participation in Visa’s <strong>Olympic</strong>-driven marketing programmes.<br />
Team Visa <strong>London</strong><br />
Visa has empowered more than 1,000 <strong>Olympic</strong> hopefuls to achieve their dreams over the last 26<br />
years by providing financial support and valuable marketing exposure in pursuit of their <strong>Olympic</strong><br />
goals. For <strong>London</strong> <strong>2012</strong>, Visa supported 69 <strong>Olympic</strong> and Paralympic hopefuls along with national<br />
teams from more than 30 countries. Led by the record-setting <strong>Olympic</strong> sendoff of Team Visa veteran<br />
Michael Phelps, the final <strong>Olympic</strong> medal count for Team Visa athletes in <strong>London</strong> was 35 (16 gold, nine<br />
silver, five bronze). A pioneer in real-time <strong>Olympic</strong> advertising, Visa celebrated the most inspirational<br />
performances of Team Visa athletes by running congratulatory advertisements featuring medalperformance<br />
footage and, for the first time, photo and video cheers submitted by fans.<br />
Visa Mobile Payments Showcase<br />
Visa and Samsung formed a strategic alliance to introduce the latest innovation in payment<br />
technology, enabling mobile payments to be made using the new Samsung Galaxy S III smartphone<br />
equipped with NFC contactless technology. An <strong>Olympic</strong>-branded Visa mobile payment application<br />
loaded on a limited quantity of the Samsung phones enabled mobile purchases at 140,000 retailers<br />
throughout the UK. The Games presented a unique opportunity to showcase the future of payments<br />
coming to life – including <strong>Olympic</strong>-branded contactless prepaid cards – and left a lasting legacy<br />
post-<strong>2012</strong> for financial institutions, merchants, mobile operators and consumers around the world.
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