Championing the ubiquity of contactless with new “Everyday Britons are paying with Visa Contactless” campaign

  • New campaign will begin running Monday, 2 February, and will demonstrate how Visa contactless is safe, swift and easy for everyone in the UK everyday

London, 2 February 2015: Visa Europe has announced the launch of a new marketing campaign to drive further adoption of contactless as it becomes the everyday way to pay. Currently, there are nearly 40 million Visa contactless cards in the UK and over 300,000 contactless payment terminals.

Working with creative agency Geometry Global and media agency MEC UK, Visa Europe has created a campaign to raise consumer awareness of the breadth of opportunities now available to pay quickly and easily with contactless payments across the nation.

Penny Smith, Head of Regional Marketing Communications, UK and Ireland said: “Until recently, there was an assumption that paying by contactless was something primarily done by younger debit card users. In reality, people of all ages across the UK are using Visa contactless to buy goods and services at their favourite merchants. We wanted to celebrate this by creating a campaign that shows how Britons are using contactless every day.”

The campaign will use creative imagery, video content, social media and online content to capture the unique payment experience and demographic in the UK, demonstrating how Britons are using Visa to pay contactlessly every day in surprising and often unexpected ways. “It’s been really exciting to create,” said Smith, “if you keep your eyes peeled you might even see Visa contactless popping up in Coronation Street and Emmerdale!”

Online the campaign will also sit in Visa Europe’s “Golden Space” area on the UK website. It will act as a portal to showcase UK businesses that represent “Everyday Britons” and demonstrate how contactless payment has become an integral part of the way they serve customers. Visa Europe’s “Golden Space” website will also integrate with social media through the hashtag “#ContactlessBritain” and the Twitter handle @visagoldenspace.

A third aspect to the campaign is a product agreement with ITV which will see Visa contactless terminals appear in key shops and outlets on Coronation Street and Emmerdale.

The “Everyday Way to Pay” campaign will launch in February 2015.


About Visa Europe

Visa Europe is a payments technology business owned and operated by member banks and other payment service providers from 37 countries across Europe.

Visa Europe is at the heart of the payments ecosystem providing the services and infrastructure to enable millions of European consumers, businesses and governments to make electronic payments. Its members are responsible for issuing cards, signing up retailers and deciding cardholder and retailer fees. Visa Europe is also the largest transaction processor in Europe, responsible for processing more than 16 billion transactions annually – at a rate of 1,622 transactions per second at peak times.

There are more than 500m Visa cards in Europe, while €1 in every €6 spent in Europe is on a Visa card. Total expenditure on Visa cards exceeds €2 trillion annually, with €1.5 trillion spent at point-of-sale.

Since 2004, Visa Europe has been independent of Visa Inc. and incorporated in the UK, with an exclusive, irrevocable and perpetual licence in Europe. Both companies work in partnership to enable global Visa payments in more than 200 countries and territories.

For more information, visit and @VisaEuropeNews