Visa takes Aussie and Kiwi travellers to the ‘ends of the earth’ via Saatchi & Saatchi
Visa is encouraging its Aussie and Kiwi customers to get back to overseas travel in a new integrated campaign from Saatchi & Saatchi Australia and Starcom.
The campaign is the first major campaign to launch in the region since Natalie Lockwood was appointed to the role of vice president, head of marketing, Australia, New Zealand and South Pacific in mid 2021. Lockwood was brought in to replace Jac Phillips, who left to start her own coaching business.
The campaign is also the biggest brand campaign to come from Visa’s partnership with Saatchi & Saatchi since the agency was appointed as Visa’s agency of record in Australia and New Zealand in 2021.
The campaign features a 60-second spot that follows the journey of a traveller across different locations and travel experiences. At the end of the spot it is revealed that the traveller is a Visa employer going to the ‘ends of the earth’ to ensure travellers know that Visa is the best way to pay while travelling anywhere.
Natalie Lockwood, Visa’s head of marketing for Australia, New Zealand and South Pacific, said: “At Visa our purpose is to uplift everyone, everywhere by being the best way to pay and be paid. We know that Australians and New Zealanders are avid travellers and Visa plays a crucial role in connecting individuals, businesses and communities around the world through cross border travel and commerce.
“With international travel returning to near pre-pandemic levels, this campaign reminds consumers about Visa’s worldwide acceptance, delivering security and convenience to travellers anywhere their passions and interests take them.”
Simon Bagnasco, Saatchi & Saatchi head of creativity, added: “This was a fantastic opportunity to celebrate the lengths Visa goes to, to ensure the last thing we need to be thinking about when we travel is ‘how will I pay for that’. We hope this campaign encourages Aussies and Kiwis to get back out there and explore the world.”
Media strategy was handled by Publicis Groupe’s Starcom. Client Service Director Jacqui Purcell said the agency chose “unmissable media formats to connect with travellers, enabling people to have what they want when they go on their big adventure”.
The campaign launches across broadcast television, cinema, BVOD, social and digital platforms.
Credits
Client: Visa
Head of Marketing, Australia, New Zealand and South Pacific: Natalie Lockwood
Senior Director Consumer Marketing and Partnerships: Simone Moss
Director, Consumer Marketing and Partnerships: Sam Smedley
Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Creative Director: Piero Ruzzene
Art Director: Robert Bamford
Copywriter: Ben De Klerk
Head of Strategy: Joe Heath
Junior Planner: Bridget Moyle
General Manager: Toby Aldred
Group Business Director: Claire Thompson & Lucy Haworth
Senior Business Manager: Emma McLellan
Head of Broadcast Production: Michael Demosthenous
Head of Operations: Greer Macpherson & Deborah Munro
Editor: Ed Coyle
Head of Digital Production: Danny Marston
Digital Producer: Daniel Payne
Digital Designer: Jake Bruce
Developer: Steven Ashby
Production Company: MOFA
Director: Bill Bleakley
Executive Producer: Liew Griffiths
Producer: Geordi Caputo
Director of Photographer: Joey Knox
Production Designer: Jimmy Jaldin
Stylist: Valeria Wilde
Editor: Paul Rowe
Online: Drew Moden and Mr Fox Post
Colourist: Matt Fezz
Music & Sound: MassiveMusic Sydney
Media Agency: Starcom AU
Client Services Director: Jacqui Purcell
Head of Investment: Rebecca Ho
Digital Manager: Chloe Cudilla
Investment Manager: Bailey Reed
Account Executive: James MacGregor
Head of Strategy: Carmen Campbell
Starcom NZ
Group Business Director: Paul Hamilton
Business Manager: Beena Dhanji
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