Visa raises profile with Eragon tie-in

Visa has ramped up its marketing activities in the region with a promotional campaign based on the fantasy adventure movie Eragon.

The campaign aims to highlight Visa's activities during the Dubai Shopping Festival.

The company hosted the UAE premiere of Eragon and will also be giving shoppers the chance to win gem necklaces inspired by the film each time they pay using a Visa or Electron card during DSF.

Stephen Coakley, marketing communications manager for Visa International in the Middle East, said: "DSF stands for fun-filled family entertainment and shopping and what better way to demonstrate this than to build our activities around a thrilling, adventurous theme such as Eragon."

There will also be a six-week radio campaign where listeners will be invited to find the Visa Dragon Rider character in Dubai by listening in daily to clues.

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