SBD/Issue 198/Sponsorships, Advertising & Marketing

USTA Launches National Ad Campaign Around U.S. Open Series

USTA Spending About $3M
On New Marketing Campaign
The USTA during NBC’s coverage of the Wimbledon women’s final last Saturday broke a new marketing and advertising campaign for the ’06 U.S. Open Series with the tag, “The Greatest Road Trip In Sports ... 6 Weeks, 10 Tournaments, $2 Million On The Line.” The multimedia effort includes national TV, radio, print, online and customized local executions in U.S. Open markets. Two 30-second TV spots, via Arnold Worldwide, N.Y., feature tennis stars in an off-court setting discussing the summer series, and conclude with the tagline, “When the greatest tennis players in the world hit the road ... anything can happen.” The spots will air nationally in and outside of tennis programming on CBS, NBC, ESPN2 and The Tennis Channel. Print executions will appear throughout the summer in USA Today, SI and the N.Y. Times, and for the first time ever in Vanity Fair, Conde Nast Traveler and Architectural Digest (USTA). SPORTSBUSINESS JOURNAL’s Daniel Kaplan reports the USTA is spending about $3M on the campaign, “with the events locally spending up to $2[M] more combined.” Seven of the ten tournaments are using the ad template and “tweaking it for their local campaigns”
(SPORTSBUSINESS JOURNAL, 7/10 issue).

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