Visa's Campaign Reminds Aussies #WhereYouShopMatters

Visa, the global payments technology company, has launched #WhereYouShopMatters, an initiative to support Australian businesses and help them succeed by encouraging all Australians to think about the positive impact where they shop can have on local communities.

Visa has also released a film via Clemenger BBDO Sydney, highlighting Dubbo-based Saddler & Co, a family- owned leather goods company selling handmade bags, accessories and saddlery. Saddler & Co is the first small business to be featured in Visa’s campaign celebrating Australian small businesses, reminding everyone that #WhereYouShopMatters.

With a focus on small businesses, #WhereYouShopMatters will officially commence in early 2020, providing education resources and promotion opportunities to businesses across the country. However, Visa accelerated the launch in order to back Buy From The Bush, the social media phenomenon started by small business owner Grace Brennan as a way to promote regional Australian businesses located in drought-affected areas.

Says Julian Potter, group country manager for Australia, New Zealand and South Pacific, Visa: “Small businesses provide employment to millions of Australians and are the backbone of the Australian economy. We believe in using the power of Visa’s network as a force for good, which is why we’re excited to launch #WhereYouShopMatters with a campaign in support of Buy From The Bush.

“Visa’s purpose is to enable individuals, businesses and economies to thrive, and we’re delighted to be raising the profile of and supporting small businesses across Australia. With our global network and 3.4 billion cardholders, we see a role for Visa to help small business owners leverage opportunities to grow their businesses and connect with customers beyond their local communities.”

From today, Visa and Buy From The Bush advertising will appear in Sydney, Melbourne and Brisbane city centres encouraging shoppers to purchase their Christmas gifts from regional small businesses. The campaign coincides with the launch of the Buy From The Bush online portal, connecting shoppers directly with businesses they might not otherwise know about.

Says Grace Brennan, founder, Buy From The Bush: “I am thrilled to have Visa’s support behind the Buy From The Bush campaign to extend the reach of our message. It’s wonderful to see Visa backing beautiful and innovative businesses in rural communities facing drought. The power of corporate networks and community networks coming together for change is evidenced through a campaign like this.”

Visa’s #WhereYouShopMatters first launched in the United Kingdom in 2018 to support British high street merchants. To date, the UK program has included campaigns highlighting more than 150 businesses, a competition for business owners to win a prime time television advertisement spot, and sponsorship of local business awards.