Visa plots TV series to build on Olympic tie-up

LONDON - Olympic sponsor Visa is planning to create its own ad-funded TV series following British athletes in the build-up to the London 2012 Games.

Visa to create Olympic themed TV show
Visa to create Olympic themed TV show

The brand is in negotiations with production companies and broadcasters about the programme, which would showcase medal hopefuls as they enter the final two years of preparations for the event.

Visa would run the show as part of its ‘Team 2012' deal
with UK Sport, under which it is ‘presenting partner' of the British Olympic team. This gives the brand access to athletes such as Beijing gold medallists Chris Hoy and Rebecca Adlington.

Visa, which appointed Publicis to handle its London 2012 communications, rolled out
its first Games-themed advertising last October in the form of a competition.

The TV series would mark a shift by Visa to more significant concentration on its Olympic association and kick-start a two-year marketing drive in the build-up to the Games.

Following the FIFA World Cup - of which Visa is also a sponsor - the brand will adapt its long-running ‘Life flows better with Visa' ad campaign  to promote its Olympic tie.

 

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