Persistence Pays Off: How Visa’s ‘On the Journey’ Redefines Olympic Success

Visa is shifting the narrative for the Milano Cortina 2026 Olympic and Paralympic Games, moving away from the traditional "podium moment" to highlight the grit, routines, and support systems behind elite performance. By centering longtime partners Mikaela Shiffrin and Oksana Masters, the “On the Journey” campaign taps into women’s visibility in sports marketing, positioning Visa as a brand that values long-term trust and consistency over fleeting victories.

Initial iSpot Creative Assessment data shows this strategy is resonating deeply with American consumers. Both the :30 and :60 films sparked rare levels of Empowerment across all demographics, crushing the one-year benchmarks for the credit card category. While the storytelling leans into inspiration rather than hard product features, it is successfully converting emotional warmth into brand affinity.

Top 5 Key Takeaways from the "On the Journey" Campaign

• Exceptional Creative Efficiency: The :30 "On the Journey With Oksana Masters" is a standout performer, achieving an Ace Score of 630 (+90 points above the card category norm). Its ability to grab and hold focus—with Attention and Likeability scores +82 and +85 points above benchmark respectively—makes it a high-value asset for a cluttered Olympic media environment.
• Conversion through Connection: While highly emotional, the campaign is driving bottom-funnel results. The :60 "Mikaela" spot delivered a 51% Top Purchase Intent, while the :30 "Oksana" achieved 47% (+5 points above norm), proving that humanizing the brand through narrative can successfully drive lower-funnel consideration.
• The Power of Representation: Viewer sentiment for the "Oksana" spot confirmed that disability representation and stories of determination were core strengths. This representation significantly elevated Visa’s brand perception as a supportive, values-driven organization.
• Cinematic Highs vs. Product Clarity: The high production value and "journey" narrative were identified as the Single Best Thing about the spots by 23% of viewers. However, some consumers expressed confusion regarding the link between the inspirational stories and financial services, indicating a desire for more direct connections to card benefits in future iterations.
• Optimization Opportunity: While the :60 "Mikaela" drives the highest intent, the :30 "Oksana" is the "sweet spot" for media efficiency. iSpot data suggests an opportunity to shift the media mix to favor the more efficient :30 creative over less effective Olympic spots currently receiving higher levels of support.

Visa’s "On the Journey" campaign proves that an "outcomes-led" strategy doesn't have to sacrifice storytelling for sales. By leaning into the "Empowerment" and "Heartfelt" emotional triggers, Visa has created a campaign that stands head and shoulders above category norms. As the Games approach, the challenge will be maintaining this high engagement in skippable media formats while potentially tightening the bridge between the athletes' persistence and the brand's reliability in everyday transactions.