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Visa spreads Olympics cheer across the Middle East and reaches new heights

Unique advert set at the top of the tallest building in the world as part of Visa’s Olympic Games integrated marketing campaign.

Initiative part of Visa’s commitment to spread Olympic ‘Cheer’ across the Middle East.

Visa, a Worldwide Sponsor of the London 2012 Olympic and Paralympic Games, has headed to the top of the tallest building in the world – Burj Khalifa in Dubai – for the latest television advert in its integrated marketing campaign for the Olympic Games.

There are four creative television adverts aimed to show the sheer amount of dedication and practice required to make it to the Olympics. By measuring one of them against the world’s tallest building, the U.S. Olympic Team Member and national platform diving champion Boudia, makes over 25,000 practice dives a year – the equivalent of diving off Burj Khalifa 180 times.

The advert shows Boudia’s simulated dive off the top of the iconic Dubai landmark, creating meaningful engagement with The Olympics across the Middle East, through its global ‘Go World’ campaign, which encourages fans to be part of the ‘Global Cheer’.

The “Global Cheer” is at the core of Visa’s ‘Go World’ Olympic integrated marketing campaign and utilizes popular social media platforms such as Facebook and Twitter. The new advert – which is currently being aired on OSN and Abu Dhabi TV throughout The Olympic Games – is a great example of how Visa seamlessly brings fans and athletes from across the world together as they support their favorite Olympic athletes using the Visa cheer application.

“The unwavering and growing appeal of the Olympic Games has provided Visa with a flexible platform on which to build integrated marketing campaigns, over the years,” said Karim Beg, Visa’s Head of Marketing for MENA.

“The Boudia advert shows how Visa is helping spread the Olympic spirit throughout the region and increase its global brand leadership. Fans across the Middle East can be part of the phenomenal Olympic spirit which is gripping the world over, with a simple cheer which is helping athletes achieve their goals at The Olympics.”

Visa has been partnering with Emaar Hospitality Group, the hospitality and leisure subsidiary of Emaar Properties PJSC – the developer of Burj Khalifa , for over three years, as part of its continued commitment to rewarding Visa cardholders with benefits and privileges when they spend on their cards. As part of their collaboration, Visa cardholders can enjoy a range of discounts and benefits when using their Visa Debit and Visa Credit cards at Emaar’s selected venues across Dubai, including The Address Hotels + Resorts, Armani Hotel Dubai, and Dubai Marina Yacht Club.

Ahmad Al Matrooshi, Managing Director, Emaar Properties, said; ” Burj Khalifa symbolizes the ambitions of global collaboration, much like The Olympics, which brings together the brightest and most talented individuals to create history. With strong participation from the UAE team at the London Games 2012, Burj Khalifa embodies the spirit of optimism, encouragement, and source of pride for every resident.”

The advert can be viewed on YouTube and is being aired on OSN network and Abu Dhabi TV throughout The Olympic Games.

Fans can also voice their support on Twitter by tweeting their cheers using #VisaGoWorld

Source: Visa – Press Release – 7 August 2012


About Marc Mcilhone

Marc Mcilhone is ArabBrains' Editor - sourcing news and features content and overseeing the work of the site’s contributors. Marc’s work is informed by his technical background in architecture having worked for some of the UK’s leading practices on projects within the education, healthcare and housing sectors. Marc has a particular interest in how innovators are creating sustainable solutions that have a positive impact on people’s everyday lives. Please email press releases and news to:

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