Eurosport is playing up N.Y.C.’s "never stop" attitude to promote its coverage of the US Open tennis tournament. The pan-European sports network is using the Big Apple’s reputation as “the city that never sleeps” in its marketing campaign for this year’s final grand slam event. The broadcaster is running a marketing campaign -- both on and off air -- across all its European markets, a company spokesperson told SBD Global. The subsidiary of Discovery Communications is focusing its promotional efforts, including billboard advertisements and TV commercials, on the unique atmosphere and crowd at the US Open with the slogan, “Party All Night Long.” Eurosport will also run various local activations in key markets, the spokesperson added. This includes a wake-up call service, where tennis fans in five European markets can sign up to receive a recorded phone call from one of 20 professional players before the day’s night session from the USTA Billie Jean King National Tennis Center in Flushing Meadows. “As this is a new concept we decided to be selective in this first instance and focus on countries with the strongest tennis appeal and recognized local heroes,” the spokesperson said about the promotion. The concept of the campaign was developed internally, from the creative idea to the voice recordings and graphic designs, Eurosport said. “It involved a collaboration between different departments -- marketing, on air and digital,” the spokesperson said. The US Open, which started on Monday, will run until Sept. 11.
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| Source: EUROSPORT |
