VISA / PROGRAMMATIC DISPLAY
Visa wanted to be part of travellers’ payment decisions while they were planning trips abroad. PHAR used destination-specific audiences and creative to make the advertising relevant to those plans.
Visa creative from PHAR’s campaign materials.
The brief focused on people considering international travel. Where someone intended to go mattered to the campaign, because an overseas trip gave the payment message a specific context.
PHAR organised the activity in Display & Video 360 (DV360), Google’s programmatic media-buying platform. Destination-specific campaign groups paired travel audiences with relevant creative.
CAMPAIGN DETAILS / AUSTRALIA
The Australia campaign used separate line items, or campaign groups, for four destination themes. This structure kept each destination’s advertising distinct within the same campaign.
Indonesia
Japan
New Zealand
United States
These are advertising destination themes, not countries where the ads were necessarily shown.
IN PRACTICE
For the Japan line item, PHAR targeted people in Australia using travel-interest segments for Japan and destinations including Tokyo, Kyoto, Osaka and Kobe. The setup combined DV360 in-market audiences with a third-party travel segment and assigned Japan-specific creative.
These segments indicated travel interest. They did not establish that every person had booked a trip.
The line item also used selected website placements, brand-suitability filters and viewability targeting. A frequency cap limited repeat exposure. These were delivery controls, not measures of subsequent card use.
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