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Visa is looking to be the official credit card of the Web, that is, as much as any product can grab top billing on the owned-by-all Internet.
The San Francisco-based credit card company will spend $25 million in advertising over the next 12 months to promote its partnerships with prominent online merchants. The campaign will be low-tech, eschewing messages of security in favor of emphasizing Visa’s ubiquity as a preferred Web payment method.
Visa has struck deals with Yahoo, Music Boulevard, Travelocity and eToys to be the defacto credit card on their commerce sites–a distinction that earns the partners promotional support, in some cases in the form of television spots, from Visa.
Visa intends to strike more marketing alliances with leading online merchants.
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