Visa Europe has signed a six-figure product placement deal with British television network ITV that will see contactless payments get high profile outings on prime-time soaps Coronation Street and Emmerdale.
The ninth month deal will see contactless payments terminals arrive at Dev’s shop and Nick’s Bistro in Coronation Street, and in David’s shop and Café Main Street in Emmerdale.
Kevin Jenkins, MD, UK and Ireland, Visa Europe, told Campaign: "Shops like Dev’s in Corrie and David’s in Emmerdale are exactly the type well-suited to contactless - high numbers of small transactions."
Contactless payments have become mainstream over the last year. Visa says that a fifth of the 500 million cards it now has in circulation in Europe let users wave and pay. The phrase even made Oxford Dictionaries' shortlist for international word of the year in 2014.