You In? USTA Wants To Know


The U.S. Tennis Association (USTA) is raising awareness for the U.S. Open tournament with a new campaign called "You In?"  The campaign was created and activated by creative AOR mcgarrybowen Chicago, digital AOR Horizon Media (which received the assignment two months ago after a review) and outdoor specialist Apel-Spero Media.

The campaign kicked off last week by inviting fans in New York’s Times Square to take a selfie with the opportunity for their photo to appear on one of six billboards in the area including the NASDAQ building, One Times Square, Thomson/Reuters, Citizen, and the ABC super sign.  

 In addition, a Snapchat geo-filter launched within Times Square to build engagement and share the “You In?” messaging. 

Next, the campaign will continue this "You In?" messaging across TV, print, out-of-home, digital and social channels. 

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"While tennis is the main attraction, we wanted people to understand there was so much more to be ‘in’ about this year—both on and off the court--especially with all the new improvements at the Open," says Lee Remias, Group Creative Director, mcgarrybowen Chicago.

The USTA has spent $216,000 on advertising during the first six months of 2016, down significantly from $447,000 spent during the same time period in 2015. For the full 12 months in 2015, the USTA's ad budget was $4.9 million, according to Kantar Media. 

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