Visa Activating the Olympic Opportunity: Visa Activating the Olympic Opportunity Tom Shepard SportAccord Sponsorship Focus Session Beijing, China 26 April, 2007


Marketing of the Host City: Marketing of the Host City


Slide3: Merchants Product and Innovation Advertising and Promotions Engaging New Audiences Ongoing Olympian Support Employees Destination Programs Athlete Support Post-Games Analysis On-site Technical Support Hospitality CSR / Paralympic Games


Activation of/in the Host City: Activation of/in the Host City Destination marketing of the Host City Generate new visitors Infrastructure upgrades Drive business Results Onsite Presence


Marketing of the Host City to the World: Marketing of the Host City to the World


Destination China : Destination China Tourism Partnerships CNTA BTA Olympic Partners Global Partner Marketing Star Alliance Marriott Accor Source Market Print Advertising Conde Nast Travel Elite Traveler Travel Weekly Bon Appétit


Spotlight on China: Spotlight on China Highlight China globally and merchants locally to drive spending to and within China Co-develop joint marketing opportunities BTA Outlets Provide access to the Visa network to promote China Merchants’ exclusive offers, value-adds, or privileges to Visa cardholders globally Cardholder Communications Online Channels Regional Programs


Infrastructure improvements: Infrastructure improvements Increase acceptance locations Embrace merchant community Onsite Exclusivity Contribute to an improved fan/visitor experience


Driving Business Locally: Driving Business Locally The Authorized Merchant Program with the CNTA The Visa Olympic Look Use merchant partners to drive usage and awareness Develop a merchant signage campaign/incentive overlay Generate usage/welcome promotional activities for consumers Involve the local merchants in the Olympics


Awareness Drives Impact: Awareness Drives Impact


Awareness Drives Impact: Awareness Drives Impact Empowerment shows the most impact, but all attributes benefit from knowledge of Visa Olympics sponsorship Q30 – Visa Brand Performance Rating, Top-Three box on a scale of 1 to 10 Total Sample: 4911; Aware = 2418; Unaware = 2493 Visa Attribute Ratings by Aware vs. Unaware Top-Three Box Indicates a significant change – Aware vs. Unaware


And It Works!: And It Works! Sydney 2000 23% growth year over year in Visa cardholder spending in Australia Visa spending in Australia reached a record US$1.55 billion in 1999 Tourism surged to 7% (generating US$40 million) which was an impressive rebound from the Asian economic crisis


And It Works!: 13 And It Works! Athens 2004 Offers Program Booklets, CDs & website 500,000 copies distributed in Athens, the USA and Asia Pacific Alpha Bank reported a 55% uplift in POS from the same quarter of the previous year (2003-2004) Sustained growth post Olympic Games (2004-2005) + 50%


And It Works! : And It Works!


TOP Sponsors : TOP Sponsors Enable global participation Provide unique services Provide continuity year to year Support athletes globally Provide Olympic brand constancy Keep the Flame burning 24/7


Closing comments: Closing comments


Thank you: Thank you