Menu
Events and Attractions

U.S. Open’s marketing slogan toasts taking the game inside

The U.S. Open Tennis Championships has changed its marketing slogan to put the focus on the dramatic on-site changes for this year’s event, including a roof over its main stadium.

The slogan “Nothing Beats Being Here,” which debuted in 2013, has been retired. The new effort touts words and phrases that feature the word “in” — such as, “INcredible,” and “INtroducing our new roof.”

“Obviously, it worked well with tennis,” said Nicole Kankam, managing director of marketing for the U.S. Tennis Association, referring to the term “in” and its on-court meaning in the sport. “But the idea is we are really inviting our existing fans and potentially new fans to be a part of this brand new U.S. Open.”

In addition to the roof, a new grandstand court is opening at the USTA Billie Jean King National Tennis Center. There’s also been a change that allows for a new pedestrian thoroughfare with extra retail options.

The new Open campaign will focus more heavily on digital extensions than traditional print and TV, Kankam said, with the now-expected rollout on social media platforms like Facebook and Instagram.

The USTA hired Horizon Media for the digital work. It previously had worked with Digital Surgeons.

McgarryBowen handled creative for the

campaign.

Tickets for this year’s Open go on sale today.

The USTA, which operates the tournament, is not increasing the number of tickets available for this year’s event, even with several thousand new grandstand seats and the extra space on the grounds. The group plans to use this year as a test to see if more tickets can be offered in coming years.

Attendance for the annual fortnight across late August and early September typically tops 700,000.

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2016/06/06/Events-and-Attractions/US-Open.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2016/06/06/Events-and-Attractions/US-Open.aspx

CLOSE