Visa has launched a new communications campaign that takes emerging payments channels into consideration.

Called "Everywhere you want to be," the campaign evolves from the card network's long-standing slogan—"It's everywhere you want to be"—to evoke innovations that are expanding access to payments, the company said in a Jan. 13 press release.

"We recognized that, for the first time in Visa's 55-year history 'everywhere' is now within reach of 'everyone,'" says Antonio Lucio, Visa's chief brand officer, in a Jan. 13 press release.

Emerging payment options, such as mobile and e-commerce, are extending the reach of Visa to new markets, Lucio says.

The new campaign debuts this week with an Olympics-themed television ad airing in the U.S., featuring Olympic ski jumper Sarah Hendrickson. Other spots will highlight athletes' stories, with content appearing in digital and social media channels. Visa, which did not return a request for comment by deadline, will also debut a new logo and other visual elements.

Visa's rebranding comes as the card network attempts to move beyond its traditional identity as a credit card company. Its strategy that includes offering mobile money services in developing markets, extending its digital wallet and joining with other card networks to push for easier processes for making online and mobile card payments

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