The USTA kicked off the celebration of the U.S. Open's 50th anniversary with a "new brand campaign that includes a spot, 'Built for Glory,' narrated by Alec Baldwin," according to Katie Richards of ADWEEK. USTA Managing Dir of Marketing Nicole Kankam said, "We wanted to really celebrate our story past over the last 50 years but also celebrate a new vision for the future and showcase how all the enhancements we’ve been making to the grounds ... culminate this year with the conclusion of the transformation." McGarryBowen, N.Y., "handled creative for the 60-second spot." Kankam said that it is a "different type of ad for the U.S. Open." Typically, the USTA will "run ads to drive ticket sales for the tennis event." It will "still do that closer to the date of the U.S. Open, but this new spot is intended to focus more on brand promotion and some of the great talent in the past, present and future." Kankam said, “We want to ensure we’re delivering on an event that attracts new, younger, more diverse fans." Additionally, it is "meant to highlight some of the work that has been going into the USTA Billie Jean King Tennis Center and Arthur Ashe Stadium." The USTA also "released a new logo for the U.S. Open," created by N.Y.-based graphic design firm Chermayeff & Geismar & Haviv. Additionally, the USTA in August "will roll out three different vignettes tied to the 'Built for Glory' campaign" (ADWEEK.com, 3/20).
