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.
"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.