Press Release 2004

Star Alliance welcomes Visa International into the Visit Japan campaign
  
Star Alliance and Visa International today announced plans to collaborate on a wide range of marketing and communication programs to strongly boost global and regional awareness of the Japanese government’s Visit Japan Campaign initiative (“Yokoso Japan”).

The objective is to drive inbound tourism to Japan and support the Government’s goal of achieving 10 million inbound visitors a year by 2010.

The two-year commitment by Visa International and Star Alliance is to jointly leverage a broad range of international advertising, in-flight communication, frequent traveler programs, and cardholder communication. The program will aim to maximize the reach of promotional airfare and package tour promotions initiated by Star Alliance carriers and other program partners through the joint “Visit Japan with Visa” promotional campaign.

In December 2003, representatives of the 15 carriers of Star Alliance, the world’s largest airline alliance, gathered in Tokyo and pledged support for the Government sponsored Visit Japan Campaign (“Yokoso Japan”) inbound tourism project.  Member carriers have since begun implementing an attractive promotional domestic airfare within Japan.  Worldwide in-flight communications, tour packages for inbound travelers and other products are set for launch within this year.

Visa International, the world’s largest payment brand, works closely with more than 20,000 member financial institutions in over 150 countries around the world to maintain on-going communication with holders of over 1.3 billion Visa cards generating in excess of USD $3 trillion in card sales volume annually.

Payment cards play a key role in facilitating international tourism. Payments on Visa International branded cards alone accounted for more than USD$17 billion of inbound tourism spend across the Asia Pacific region in 20031.

The joint initiative will leverage Visa International’s advertising and cardholder communications, and Star Alliance member carriers’ in-flight advertising and frequent flyer promotions to create a unified platform to drive inbound tourism traffic into Japan.

Star Alliance has already implemented successful in bound promotions, such as the Japan Airpass. Other products, such as promotional Visit Japan airfares and attractive wholesale package tours will be rolled out over the next six months of the Star Alliance campaign.
Visa International outlined details of specific programs that will leverage the reach of current and future programs implemented by Star Alliance carriers and other program partners as follows:

• Visa International will highlight key inbound promotions, including the Japan Airpass and other special airfares and tour packages provided by Star Alliance carriers and other program partners through focused advertising directed at key Japan inbound source markets.

• Visa International will give priority to promotion of Japan inbound tourism initiatives by Star Alliance carrier and program partners through a broad range of cardholder benefit programs, such as the World’s Best Offers production kit, which is disseminated to Visa International issuers in eight languages for distribution to cardholders around the world.

• The joint partners will use websites in various countries to provide information about the Japan Airpass and other program offers to cardholders living in key Japan inbound source markets. Additional information can be found at www.visadestinations.com or www.staralliance.com.

Star Alliance CEO Jaan Albrecht said that the marriage of the global reach and strength of Visa’s financial network and Star Alliance’s airline network would drive inbound tourist traffic to Japan.

“Visa International’s cardholder benefit programs, when complemented by Star Alliance member carrier in flight advertising and frequent flyer promotions will create a strongly unified promotional platform,” he said.

Visa International’s Executive Vice President and General Manager for Japan, Richard Chang, remarked on Visa’s eagerness to promote Japan as key tourist destination.

“Visa International is thrilled to join the Star Alliance and the Ministry of Land, Infrastructure and Transport in promoting Japan as a key tourist destination.  Its convenient transportation infrastructure, deep cultural heritage, and wealth of natural beauty make Japan an attractive destination for sophisticated travelers seeking a myriad of new experience in a safe, clean, and technologically advanced nation.”

Makoto Washizu, Deputy Vice Minister for Tourism Policy at the Ministry of Land, Infrastructure, and Transport commented: “Under the leadership of Prime Minister Koizumi, a joint public/private sector initiative- the “Visit Japan Campaign”- is currently being undertaken in Japan with the aim of doubling the number of annual inbound overseas visitors to 10 million by 2010.  Today, Star Alliance and Visa International are entering a partnership under the by-line” Visit Japan with Visa”, and it is extremely pleasing to see so many private sector companies, not only within Japan but from all over the world, lending their support to this campaign.  I have great expectations that this partnership will bring forth additional growth by surfacing latent demand for inbound tourism to Japan.”

Moving forward, both the Star Alliance and Visa International plan to actively seek additional program partners to cooperate in the promotion of the Star Alliance Visit Japan Campaign and affiliated Visit Japan with Visa International promotions.

In this context, the Asia Pacific region refers to the region bordered on the south by Australia/ New Zealand, on the West by Pakistan and on the North by Mongolia, excluding Russia, Hawaii, Guam, Saipan and the Marianna Islands.

About Star Alliance:
Star Alliance was established in 1997 as the first truly global airline alliance to offer customers global reach and a smooth travel experience. The members are Air Canada, Air New Zealand, ANA, Asiana Airlines, Austrian, bmi, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, Singapore Airlines, Spanair, Thai Airways International, United Airlines, US Airways and VARIG Brazilian Airlines. South African Airways and TAP Air Portugal are scheduled to join the alliance in 2005

About Visa International:
Visa is the world’s leading payment brand generating nearly US$3 trillion in annual card sales volume. Visa has unsurpassed acceptance in more than 150 countries.  The Visa organization plays a pivotal role in developing innovative payment products and technologies to benefit its 21,000 member financial institutions and their cardholders.  Visa is a leader in Internet based payments and is pioneering the creation of u-commerce, or universal commerce—the ability to conduct commerce anywhere, anytime, and any way.  For more information, visit www.corporate.visa.com.

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