VISA Premium cards awareness campaign

Situation

The usage of cards on the Bulgarian market remains one of the lowest in Europe, especially in the premium sector – Gold, Platinum and Infinite. Visa is committed to developing and expanding its relationship with premium cardholders. They are not sufficiently informed about the benefits that premium Visa cards bring them.

Goals

• Raise awareness about Premium cards and digital payments benefits
• Build relations with Visa Premium cardholders and turn them into ambassadors of digital payment benefits.

Strategy

• Providing cardholders with access to appropriate exclusive events
• Organizing special Visa events
• Creation of a channel for regular communication and provision of information of interest to cardholders

Tactics

• Media communication
• Press releases to the national media – 6
• Storytelling
• Exclusive publications in national media, in business, lifestyle and general media – 28
• Providing VIP tickets and compliments to premium cardholders and their families for important cultural events:
• The latest performances of the National Opera and Ballet and the Ivan Vazov National Theater
• Jazz festival in Bansko
• One Dance Week
• Visa’s own events
• The elegant evening garden party organized by Visa for premium cardholders and their families. Live performance by the jazz singer Vasil Petrov and his band, offering selected brands of cigars and alcoholic beverages
• An event organized by Visa at the Roman Stadium in Plovdiv during the Night of Museums with a live performance by Plovdiv opera singers and a jazz orchestra; a walk through world-famous museums with virtual reality glasses. A special tour of Plovdiv galleries for Visa Premium cardholders, offering them attractive discounts on paintings and applied art by prominent artists
• Tennis tournament at “Maleevi” club for premium card holders and their families with special prizes for the winners
• Regular communication
• Monthly newsletter with promotions and news distributed to Visa Premium cardholders

Results

• 60 publications about digital payments benefits and Premium program of Visa
• Publications reach – 143,675
• Active participation and positive feedback received for all Visa Premium cards initiatives by the Premium cardholders