MasterCard gives cup weight to Maestro brand; Visa ups the crown - promotions by Mastercard International and Visa International, Maestro debit card

Brandweek, April 6, 1998 by Terry Lefton

Though you won't hear much of it in the U.S., MasterCard is launching what may be the world's most widespread consumer sweepstakes promo in April as it kicks in marketing leverage of its World Cup sponsorship. Tying in 31 issuers in 21 countries in support of its Maestro brand debit card, MasterCard is rolling out turnkey promos dangling trips to this summer's World Cup soccer matches in Paris. Consumers are entered simply by using their Maestro card, a much more pervasive payment system brand overseas. No U.S. issuers are participating.

MasterCard is hoping for a usage increase of more than 30%, said Dan Ciporin, svp of global deposit products. As for the logistical problems of so sweeping an international promotion, "They are enormous," Ciporin said, "but we wanted to drive usage globally with the brand awareness we get during World Cup years and this should do that."

Sponsors of the major sports have been kvetching the latter don't offer enough exclusivity, while their rights-holding partners are urging them to solve that problem by buying deeper into available media and leveraging their links better. Visa, in the third year of its five year sponsorship of horse racing's Triple Crown, is doing just that, stepping up marketing behind the program to all but own the hype around the three big horse races.

"It is a premier event and there's almost no clutter," said Michael Lynch, Visa's event marketing vp.

In addition to a new TV spot, again emphasizing that the Kentucky Derby, Preakness and Belmont Stakes don't take American Express, Visa will flank its media with a raft of promotions. The lineup includes a national "Run For the Roses" sweepstakes, where consumers using Visa cards from April through June 8 are entered in a sweeps offering trips to the various Triple Crown races as prizes. Support is via statement inserts and POP.

In another "rose" themed effort, Visa is also hooking up FTD to offer consumers a discount when using Visa to order via its tollfree number. Meanwhile, a "Go to the Races" sweeps with NationsBank and US Airways ties to the airline's co-branded Visa card and mileage program. A program with Chevy Chase Bank in Maryland offers gold and platinum Visa card holders the opportunity to buy hospitality and ticket packages to the nearby Preakness. And Visa has struck a preferred card deal with Derby host Louisville's Convention and Visitor's Bureau.

Visa is also sponsoring a traveling historical display that will highlight the 25th anniversary of Secretariat's Triple Crown win. The mini-museum will travel the Triple Crown circuit, plus hit the Travers Stakes in August and the Breeders' Cup in the fall.

The new Triple Crown-themed spot, slated for more than $1 million worth of airtime, breaks in mid-April, likely on ESPN racing programming, then will move into the regular network brand rotation.

Lynch claims the Visa affiliation has helped increase TV ratings for the thoroughbred races.

While Visa vp-advertising Liz Silver admits the sport of kings "doesn't have the universal appeal of the NFL or Olympics, it has very long legs and deep appeal within a specific audience," that is, a well-heeled one.

The Marquee Group, N.Y., Major League Baseball's sponsorship sales agency, has gone to the opposite end of the spectrum as a representative for little League Baseball. Marquee's SMTI TV production unit is producing Little League events, plus the girls 16-18 softball and the boys 16-18 hardball World Series, and also is selling cross-the-board sponsorships. Little League's sponsor lineup already includes Honda, Hershey, Lever Bros. and Warner-Lambert. The $400,000-$500,000 package includes access to the Little League's million-plus household database with 35-40% of the price tag underwriting the cost of media on ESPN.

Extra points: Fila assigned project work to W.B. Doner for its next two athletic footwear launches, signature shoes from Chris Webber of the NBA's Washington Wizards and the WNBA's Nikki McCray. Perhaps not coincidentally, Fila marketing chief Howe Burch is a former Doner exec. A creative shootout for the launch of the Grant Hill V shoe in November and for an extended agency relationship is expected as soon as Fila cuts down the roster of interested shops to a manageable size . . . Puma is importing its European Street Soccer fest to the U.S. from its native Germany. Beginning with a possible test in New York this summer, Puma will take title sponsorship of the urban soccer fest, a potential big lure for ethnic demos, featuring a five-on-five tournament, skills demos and musical events. IMG, N.Y, is seeking presenting sponsors for what amounts to a soccer version of Streetball Partners' Hoop-It-Up.