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VISA Infinite - 2014 Fiscal Planning (Janine Stonhill)
Transcript of VISA Infinite - 2014 Fiscal Planning (Janine Stonhill)
TEGAN & SARA
VIP viewing area for the festival
Reserve V.I. Parking
Visa Infinite Lounge
Meet and Greet Experience with Tegan and Sara
DIALING IT UP
THE BIG SHOW
Budgets & Artists
THE 2014 PLAYLIST
Concept & Approach
TOUR TO DATE
VIMS Events to Date
Key Learnings & Actions
Visa Infinite Capitalizes on the White Space
Drive awareness of the brand and its core benefits. Ensure cardholders know they have a Visa Infinite card. Ensure industry stakeholders know about our unique program.
Secure the right experiences for our program.
Delight existing cardholders through key experiential value adds.
Move away from pre-sale and ticketing focus
Embrace the exclusive experience: offer access to smaller, intimate events
Build equity and create efficiencies via standard template (execution, activation, creative, media, etc.)
Customize artist specific media buys
Optimize social media support, amplify online impact
Promotions across platforms to sustain excitement
Engage and leverage issuer assets
Stay on demo for artists
Opportunity for a music offers page
F14 focus on exclusive experiences
Differentiate by embracing the white space: Creation of a unique ownable branded series
Development of templated and turn-key communication/activation elements that distinguish our program
Create awareness via targeted marketing plans
Leverage VISA and Artist properties and communities to create further awareness and excitement
Drive engagement via social media and radio promotions
Provide issuers with sell sheets to drive communication and participation within their card bases (ie: e-blasts, FSI's)
Artist targeted media and communication
Develop a Music Offers page as a hub for VIMS and VIMS events activity
CONCEPT + APPROACH
Cardholders get on the list for exclusive up close and personal experiences with artists
Ownable, Branded Series
Become part of the ecosystem
Catch artists in “Promotion” mode around album releases
QUARTERLY OR BI-ANNUAL FSI
SELECTIVE MARKETING PLAN FOR EACH EVENT
RADIO, PRINT, ONLINE, SOCIAL
ACHIEVE BRAND AND PRODUCT OBJECTIVES
" THE MUSIC LANDSCAPE "
THE BIG SHOW
Meet & Greets
Q & A's
Incorporate Dining Series
WHAT DO WE CALL IT? - brainstorm
High Net Worth