Visa, a global leader in digital payments, has announced a new partnership with two-time Grammy-winning artist, composer, and producer Laufey to launch its upcoming “Be the Traveler You Want to Be” campaign across the Asia Pacific region. The initiative is designed to celebrate the joy of travel and cultural exploration, particularly among younger audiences such as Gen Z travelers.
The Icelandic-Chinese singer, who recently won Best Traditional Pop Vocal Album at the 68th Grammy Awards, will be at the center of the campaign, bringing her unique musical style and global perspective to Visa’s storytelling around travel and experiences. Through this collaboration, Visa aims to highlight how travel can inspire creativity, connection, and personal discovery.
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As part of the partnership, Visa will also serve as the Official Payment Partner for Laufey’s upcoming “A Matter of Time Tour,” which will take place across multiple cities in the Asia Pacific region. The tour is scheduled to begin on May 12 in Hong Kong and conclude on August 12 in Auckland. Visa cardholders will benefit from exclusive early access to tickets through the Visa Presale program available on selected ticketing platforms. In addition, Visa Infinite cardholders from participating issuers in certain markets will receive the earliest access to tour tickets before general presales begin.
Beyond ticket access, the partnership will also include a series of creative digital films featuring Laufey that will be shared across Visa’s brand channels. These films will explore the artist’s connection to travel, highlighting some of her favorite places and personal memories from Asia Pacific and other parts of the world. Fans, often referred to as “Lauvers,” will also be able to enjoy exclusive content and behind-the-scenes moments featuring the artist through Visa’s official platforms.
Laufey expressed excitement about collaborating with Visa on the tour and the broader campaign. She explained that travel has always been an important source of inspiration for her music and personal experiences. With deep connections to Asia and its culture, she said the partnership offers a meaningful opportunity to reconnect with fans across the region and celebrate the places that have influenced her artistic journey.
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Danielle Jin, Senior Vice President and Chief Marketing Officer for Asia Pacific at Visa, described Laufey as a unique artist who is redefining jazz and traditional pop music for a new generation of listeners. According to Jin, Laufey’s creative journey reflects Visa’s belief that success is often built through dedication and consistent effort. She noted that Visa aims to place fans at the center of the partnership by enabling seamless and secure payment experiences that make it easier for them to engage with the music and cultural moments they love.
Visa has long focused on creating experiences that connect audiences with their passions, including sports, music, fashion, and entertainment. By working with globally recognized artists and cultural figures, the company aims to deliver memorable experiences while making participation simple and secure through its payment network.
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The partnership with Laufey also builds on Visa’s broader initiatives supporting musicians and live entertainment experiences. Through music-focused collaborations and artist residencies, Visa has sought to create meaningful connections between artists and their audiences while promoting global cultural exchange. By combining entertainment, travel, and digital commerce, the campaign reflects Visa’s vision of enabling seamless cross-border experiences for consumers around the world.
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