Challenge:
Visa faced a major challenge: reaching cross-border tourists, a highly valuable yet elusive audience, responsible for significantly higher transaction revenues than domestic users. Most tourists still defaulted to cash due to concerns about fees, fraud, and card acceptance. Visa needed to increase “usage intent” and preference among travellers to the UK, but traditional methods like airport ads and even advanced digital targeting failed to capture tourists in time.

Solution:
Understanding that the first payment upon arrival often dictates future spending habits, we partnered with Uber to target tourists during their first crucial moments in the UK. Using a four-tier identification system, Visa could identify Uber users who had recently travelled abroad, especially focusing on key travel corridors. Dynamic content was deployed to tackle common concerns and encourage tourists to use Visa, highlighting its reliability and perks.

Result:
By precisely targeting tourists during their arrival, Visa successfully increased its visibility and boosted usage intent. The partnership with Uber allowed Visa to become the preferred payment method for international travellers in the UK, strengthening its position in the competitive market.