Project Overview
Promovans partnered with Traffik to deliver the VISA Go Anywhere activation, a dual-city campaign in Sydney and Melbourne targeting Chinese VISA cardholders. The project reimagined shipping containers into premium, concierge-style lounge and hire environments where visitors could engage with the VISA brand while enjoying curated travel experiences.
At its heart, the activation was designed to encourage exploration. Visitors could hire bicycles equipped with GPS devices from the containers and embark on self-guided journeys through iconic city locations, including Federation Square in Melbourne and Centennial Park in Sydney. This brought VISA’s “Go Anywhere” message to life in a tangible, memorable way.
Vision
- Create an activation that positioned VISA as a lifestyle and travel enabler, going beyond a simple transaction brand.
- Use a physical space to connect VISA with exploration, freedom, and premium experiences.
- Target international cardholders — particularly visiting Chinese tourists — with a tailored cultural and travel experience.
Delivery
- Custom Container Fitout: Transformed shipping containers into branded activation hubs styled as boutique hire spaces.
- Bike Hire Integration: Installed racks of GPS-equipped bicycles, enabling visitors to explore surrounding areas independently.
- Concierge-Style Experience: Designed interiors to mimic a premium lounge, offering customer support, wayfinding, and brand storytelling.
- Dual-City Rollout: Deployed activations in Melbourne’s Federation Square and Sydney’s Centennial Park, both high-foot-traffic tourist destinations.
- Branded Presence: Applied bold VISA branding and modular design for a cohesive yet flexible build adaptable to both sites.
Impact
- Cultural Relevance: Provided an activation that resonated with Chinese VISA cardholders by combining convenience, exploration, and a sense of exclusivity.
- Premium Brand Perception: Elevated VISA beyond financial services into the realm of lifestyle, travel, and cultural connection.
- Experiential Engagement: Enabled thousands of visitors to interact directly with the VISA brand through real-world journeys and experiences.
- Scalable Model: Demonstrated how container activations can be deployed in diverse urban contexts while maintaining consistency of brand experience.
VISA Go Anywhere – Sydney & Melbourne