The All Pakistan Newspaper Society (APNS) has given the award for best advertising campaign of 2007-2008 to Manhattan International (Pvt) Ltd for its advertising of the Visa brand. This advertising campaign was meant to promote and popularise the high-end Visa Gold and Platinum Credit and Debit Cards among the affluent segments of the population.
For the first time Visa and Manhattan International negotiated attractive agreements with top class hotels, country & golf clubs, shops and departmental stores and travel service providers in the major cities of Pakistan for discounts on the use of Visa Gold and Platinum Cards, for lodging & dining, leisure activities, shopping and travel. The campaign gave an opportunity to these merchants to be associated with one of the top brands in the world of credit/debit cards. The merchants got the mileage and exposure and increased their traffic by promoting Visa brand at their outlets.
The over-riding concept of the ad campaign was that Visa brings you "Exclusive and Exciting Offers". A series of 4 ads, one each on Lodging & Dining (b) Leisure (c) Shopping and (d) Travel were released in selected dailies and magazines. Headlines like "Feel the urge to splurge. Enjoy the good life with Visa" appealed to the target audience and consumer response was very positive. All the participating merchants agreed that this was a win: win campaign for all parties.-PR