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Where would you go?

Visa is offering the “Trip of a Lifetime,” the chance to put $100,000 in your pocket and make any destination into your dream vacation this summer. 0505_Visa-300x246” Whether you opt for the beaches of Malibu, the shores of Tahiti or anywhere around the world, the choice is yours, the promotion urges.

Visa launched an integrated marketing campaign to promote its products to travel enthusiasts during the peak travel travel season.

The effort includes a sweepstakes, digital and social media components, TV ads and a Facebook application. It gives consumers the chance to win $100,000 for a vacation. TV and digital advertising will promote the sweepstakes by profiling one family’s Tahiti vacation, the company said.

The financial company worked with TBWA\Chiat\Day on the TV and social media elements and AKQA on digital. OMD is managing media strategy and planning.

The campaign “enhances a consumer’s travel experience from planning to sharing,” said Alex Craddock, head of North America marketing at Visa, via email.

The effort’s social media application, “Memory Mapper,” uses Google Maps and consumer-submitted photos, videos and captions to create a digital scrapbook of the trip, wrote Juan Martinez for Direct Marketing News. Consumers can enter the locations where photos were taken, write captions, and add music that personifies the vacation, then share the album through email, Facebook and Twitter, the company said.

Visa cardholders in the US will be 0505_logo automatically entered in the sweepstakes. Craddock said Visa will not use customer information to remarket. Any customer using a Visa card between now and October 31, 2011,will be entered for a chance to win.

The Visa program is the latest in a flurry of travel-related promotions, notably including an Air Canada Aeroplan that won top awards recently from the Frequent Traveler Education Foundation, programs from Marriott and Hilton in the hotels sector, Delta SkyMiles, American Airlines, British Airways, Lufthansa and Southwest Airlines, with its “Dude Perfect” promotion timed to coincide with the NCAA Final Four.


Sallie Burnett
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