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Over the last year and a half, the national POS networks have introduced market launches to educate consumers about POS debit and get them to use the cards. But while previous marketing efforts have focused on individual states, one network has broken new ground with a multi-state marketing campaign.
Extending its momentum from a market launch in Minneapolis earlier this year, Visa International's Interlink national POS network kicked off a month-long marketing campaign last month in Maryland, Virginia and the District of Columbia. Unlike previous market launches by Interlink and Maestro--MasterCard's national POS network--the mid-Atlantic campaign is the first market launch to cover more than one state.
The goal of the mid-Atlantic campaign, Interlink executives say, is to show consumers they can use their debit...