Singapore – Visa has launched a new campaign film featuring artist Laufey, focused on the brand’s goal of making travel globally effortless. The campaign film’s launch is part of the global financial brand’s ongoing partnership with the Icelandic singer and songwriter, known for her tracks such as “From The Start” and “Lover Girl”, for her tour “A Matter of Time Tour” in Asia.
Speaking exclusively to MARKETECH APAC, Danielle Jin, Senior Vice President and Chief Marketing Officer at Visa Asia-Pacific, highlighted why Laufey was a perfect fit for Visa’s campaign, citing the artist’s reimagining of jazz for a new generation of music listeners, creating music that is intimate and emotionally alive for Gen Z’ers and her journey to become a globally-recognised singer, and also being a two-time Grammy winner.
“As someone who has lived between cultures, her story is one of resilience and progress amidst vulnerability, aligning with Visa’s belief that success is the result of small steps we take every day. We’re heartened to partner with Laufey for the A Matter of Time Tour in Asia, and we hope to inspire a new generation to find their voice in the world,” she explained.
Showing up where culture and commerce connect
It should be noted that according to Visa’s recent study on global travel intentions, not only are consumers in Asia-Pacific travelling for live events like concerts, but this behaviour is most pronounced among younger segments. 84% of Gen Z and Millennial respondents in the region said they attended live events at their travel destinations, higher than the 81% regional figure.
“At Visa, we want to show up where culture, commerce, and community intersect. Artists like Laufey are more than performers – they unite people and are role models that younger fans, especially Gen Zs can connect with and see themselves in. When we can connect the dots to make the fan journey effortless from tickets to flight bookings to the actual concerts, we elevate the experience and demonstrate the value of Visa for everyone,” Danielle further added.
For context, Visa’s global network aims to connect culture and commerce, allowing consumers and fans to transact securely and seamlessly across the journeys, from discovery to accessing tickets to travel bookings and on-ground spending in the cities they visit.
Speaking about additional experiences fans can expect in this collaboration, Danielle said that when they partner with artists like Laufey, their focus is always on creating experiences that feel authentic and meaningful for fans – enabling them to experience Laufey’s story–in this instance–her journey, and beliefs in ways that only Visa can do.
“The campaign film is one example, as the first of several combining Laufey’s love for travel with Visa’s seamless and secure payments that make exploring the world feel effortless. On the other hand, we also strive to bring fans up close and personal with Laufey throughout the A Matter of Time Tour with exclusive pre-show soundcheck experiences, photo opportunities, and more that enable fans to connect with Laufey on a deeper level.”
A broader move into music and live entertainment
It is worth noting that live music is a US$63b global industry, with Asia Pacific accounting for around 23% of that value. With that in mind, Danielle noted how music is woven into the fabric of Asia Pacific and together with live concerts and entertainment, it plays a central role in how they reinforce Visa’s brand relevance in the region.
“What we’re seeing in the region is a shift towards experience-led behaviours as consumers, especially younger segments like Gen Zs seek moments that feel personal and meaningful – be it travelling for a concert or following their favourite artists around the world,” she said.
Aside from their partnership with Laufey’s “A Matter of Time Tour”, Visa has recently been announced as the Official Payment Partner for the Asia leg of The Weeknd’s “After Hours Til Dawn” Stadium Tour. They are also the title sponsor of the popular K-pop awards event MAMA AWARDS through to 2029, and the Worldwide Tour Sponsor for BTS WORLD TOUR ‘ARIRANG’.
Visa has also highlighted how musical mega-events show how culture drives commerce and the economy.
For instance, during the 2025 MAMA AWARDS, the brand noted that nearly 90% of overseas ticket buyers at the Visa Presale had not visited the city in the past year – showing how music can reinvigorate travel and boost the profile of cities to new traveller segments
Moreover, BTS’ comeback concert on 21 March in Seoul attracted 18.4 million viewers worldwide. Foreign travel to South Korea also surged over 25% on the week of the concert compared to an average week, while travel spending climbed around 20% from an average week, showing that BTS is as much a magnet for K-pop fans as it is a springboard for tourism.
“Music is a core part of our Passion Pillars Strategy because it enables Visa to show up as an enabler, supporting fans in their journey from discovery to ticket access to travel and on-ground spending. When we get this right, we strengthen the Visa brand and drive meaningful growth for clients and partners,” she concluded.
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