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11 Nov 2003
Olympic News

Alliance to promote Turin

Visa International and "Turismo Torino" have announced a three-year global alliance to promote Turin worldwide as a key travel destination. The alliance will also showcase Visa’s sponsorship of the Turin 2006 Olympic Winter Games in Italy. Visa will be the Preferred Card of "Turismo Torino" as a result of this alliance, which will run until December 2006.

Unique position
"As the world's leading payment card and a global Olympic sponsor, Visa is in a unique position to assist Turin in building tourism and local business revenues as the Olympic Winter Games approach," said Tom Shepard, Executive Vice-President of Global Marketing Partnerships and Sponsorship at Visa International.

Promotional benefit
"Turismo Torino's" Chairman, Livio Besso Cordero, described the alliance as follows: "Our partnership with Visa International is based on its experience at the Olympic Games and will surely bring great promotional benefits to Turin. It is a splendid opportunity to enhance Turin’s visibility, promote tourism development and increase business opportunities for our operators."

Marketing programmes
Over the next three years, Visa and "Turismo Torino" will work together to create unique programmes to benefit the city’s merchant community, the local travel industry and Visa's member financial institutions worldwide. As a result of this strategic alliance, special advertising and marketing programmes will be developed jointly to stimulate both inbound and outbound travel and to promote Turin and its surrounding areas as key travel destinations.

Great experience with Sydney and Salt Lake City
For the Olympic Games in Sydney, through a similar alliance, Visa generated with the Australian Tourist Commission around USD 40 million in marketing value for Australia over four years. In Salt Lake City, over 400 members worldwide, representing 80 percent of Visa's USD 2 trillion in annual transaction volume, ran Olympic Games marketing programmes.

Learn more on Olympic sponsorship

Official website of Turin 2006

Corporate website of Visa
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