Visa launches sports marketing campaign ahead of Winter Olympics 2018

Ahead of the Olympic Winter Games PyeongChang 2018 opening ceremony, Visa has launched a campaign called ‘Resetting Finish Lines’, which features all 54 members of the Team Visa roster, including Olympic and Paralympic athletes, hopefuls, and legends from around the world.

The film, which is part of Visa’s sponsorship of the Olympics, highlights the inspirational and historic stories of eight Team Visa athletes en route to the Games.

Along the way, athletes use payment innovations, such as Visa Checkout, contactless cards and wearable payment devices. It also features Visa's suite of sensory branding, developed to support an expanded universe of connected, payment-enabled devices.

13 versions of the film was shot by sports marketing director Stacy Wall in New Zealand and South Korea, and localised versions includes Canada, China, Japan, Italy, Poland, United Kingdom and the United States.

"Creating a film and inviting Team Visa athletes to be the stars and represent the Visa brand is our way of celebrating their inspiring stories and cheering them on throughout their journey, "said Lynne Biggar, chief marketing and communications officer at Visa.

"When it came time to launch the film, we couldn't have asked for a better medium than the athlete's own social media channels."

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.