Visa a global payments technology company launched #NotATourist, a full-fledged regional campaign aimed at driving international tourism during holidays, and making the summer holidays of cardholders rewarding. Running in key Middle East and North Africa markets until 31 August, 2015, the campaign provides cardholders with destination-related information to help plan their travel as well as access Visa’s global merchant offers and exclusive promotions.
The NotATourist campaign is designed to inspire travel beyond the regular tourist sites to savor local experiences that are the essence of making a destination unique. The campaign is poised to help travelers explore destinations as local inhabitants – not as tourists – by providing local knowledge using crowd sourced digital content that is showcased on Visa’s NotATourist website and the Visa Explore mobile app.
“A destination is best described by the people who belong to that place or visitors who are just as passionate about it. This was the inspiration behind the highly successful #MyEverywhere campaign, which we now have revisited with the NotATourist initiative,” commented Karim Beg, Head of Marketing,Visa MENA.
The campaign invites users to share content on social media using the hashtag ‘#NotATourist’ and will give participants a chance to win a weekly prize of USD 500 for submitting pictures, videos or tips on how to find ‘secret’ and little-known spots or experiences in key travel destinations.
“The Visa Global Travel Intentions Study 2015 shows that travelers are more digital-savvy than ever before, with 78 percent of global travelers using digital information while planning their trips, and 66% resorting to digital sources for travel tips at the destination. This is a phenomenal representation of the impact of digital engagement on the travel sector, and one of the main drivers for our efforts with NotATourist. Besides driving home the message of safe and convenient payments with Visa at target markets, we also want NotATourist to start a conversation with people on easy, unique and fulfilling cross-border travel,” added Mr Beg.
