CASE STUDY: Visa - Supporting Team GB at London 2012
Provided by Hill and Knowlton
H+K drive positive coverage that showcased Visa's sponsorship of the London 2012 games across consumer and trade media.
What was the Challenge / Background of the Campaign?
Visa has sponsored the Olympic Games for 25 years and the Paralympics since 2002. The Olympics and Paralympics has become an integral part of Visa's business because it is the single biggest sponsorship property in the world, with London 2012 set to break all commercial records to date. Visa Europe's commitment to London 2012 was to make the games more integrated than ever before, showcasing the Visa business to a global audience and demonstrate their role in improving the overall visitor experience at the games.
What was the Campaign Objective?
To showcase the Visa business to a global and demonstrate their role in improving visitor experience at the games.
What was the Solution?
H+K were tasked with managing a multi function press office for Visa designed to drive positive coverage that showcased the brand's sponsorship across both consumer and key trade media in the build up to London 2012. In addition to the press office, H+K also managed the ambassador programmer, including multiple event appearances comprising several Olympic disciplines.
What were the Results?
To date, H+K have delivered press coverage around Visa's London 2012 sponsorship with an equivalent media value of £800k and a reach in excess of 400m.