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Visa: Inspired Dining

Visa: Inspired Dining

Visa: Inspired Dining

Visa wanted to position Visa Infinite as the go-to payment option for food lovers and fine-dining enthusiasts. The goal? Build a connection with an audience passionate about culinary trends and premium experiences while showcasing Visa’s ease and utility in high-end dining settings. The challenge was making Visa Infinite a must-have in an already competitive space for foodies and fine diners.

Client

Visa

Deliverables

Thematic editorial series

Year

2024

Preview

Project Link

Solution

The Globe and Mail’s Inspired Dining series became the perfect stage for Visa Infinite’s message. This 26-part editorial campaign blended culinary storytelling with Visa’s premium positioning, highlighting the overlap of food, travel, and culture. Featured pieces like “Fak yeah! Chef Matty Matheson on balancing fame with Ontario farm life” and “Why the early bird dinner is cool again” delivered engaging narratives that resonated with foodies.

The campaign extended its reach through sponsorships in Life, Food & Drink, and Golf sections, alongside targeted digital ads that kept Visa Infinite top of mind across relevant audience segments.

Results 

  • 857% above the page view target, a standout performance.

  • 209% of the quality time spent benchmark, showing readers were hooked.

  • 7 million brand impressions across all ad placements, cementing Visa’s presence.

Takeaways

Visa Infinite’s Inspired Dining campaign hit the sweet spot by pairing compelling culinary storytelling with seamless brand integration. By immersing readers in premium dining narratives, Visa positioned itself as not just a payment partner but a key player in the luxury lifestyle space. The success of the campaign shows the power of blending storytelling with strategic media placements to reach a highly engaged audience.

Solution

The Globe and Mail’s Inspired Dining series became the perfect stage for Visa Infinite’s message. This 26-part editorial campaign blended culinary storytelling with Visa’s premium positioning, highlighting the overlap of food, travel, and culture. Featured pieces like “Fak yeah! Chef Matty Matheson on balancing fame with Ontario farm life” and “Why the early bird dinner is cool again” delivered engaging narratives that resonated with foodies.

The campaign extended its reach through sponsorships in Life, Food & Drink, and Golf sections, alongside targeted digital ads that kept Visa Infinite top of mind across relevant audience segments.

Solution

The Globe and Mail’s Inspired Dining series became the perfect stage for Visa Infinite’s message. This 26-part editorial campaign blended culinary storytelling with Visa’s premium positioning, highlighting the overlap of food, travel, and culture. Featured pieces like “Fak yeah! Chef Matty Matheson on balancing fame with Ontario farm life” and “Why the early bird dinner is cool again” delivered engaging narratives that resonated with foodies.

The campaign extended its reach through sponsorships in Life, Food & Drink, and Golf sections, alongside targeted digital ads that kept Visa Infinite top of mind across relevant audience segments.

Results 

  • 857% above the page view target, a standout performance.

  • 209% of the quality time spent benchmark, showing readers were hooked.

  • 7 million brand impressions across all ad placements, cementing Visa’s presence.

Takeaways

Visa Infinite’s Inspired Dining campaign hit the sweet spot by pairing compelling culinary storytelling with seamless brand integration. By immersing readers in premium dining narratives, Visa positioned itself as not just a payment partner but a key player in the luxury lifestyle space. The success of the campaign shows the power of blending storytelling with strategic media placements to reach a highly engaged audience.

Visa Infinite proved that when you combine luxury, lifestyle and utility, you get a recipe for success. Cheers to that.

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