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LOS ANGELES Visa is redirecting its “Signature” credit-card advertising exclusively online and in print to better target wealthy customers seeking rewards, said Susanne Lyons, executive vice president and chief marketing officer.
Visa studies show that newly affluent consumers earning more than $125,000 per annum skew highest for online use, tend not to watch television and put a premium on user rewards, she said.
“The ‘Signature’ campaign needs to separate itself from Visa, but not be so high falutin’ as to be esoteric or exclusive,” said Rob Schwartz, executive creative director at Omnicom Group’s TBWA\Chiat\Day in Playa del Rey, Calif.
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