The US Open has evolved into a celebration of sorts that is as much about the fans as it is the players. In the week before the first match on August 26th, the US Open grounds are open to the public with memorable family-friendly experiences including live music, high profile matchups, and delicious food from celebrity chefs.
This enhanced fan experience is part of the tournament’s efforts to broaden its appeal, and outdoor advertising was a critical means of spreading the excitement. Across Midtown Manhattan and the neighborhoods surrounding Flushing Meadows Park, the US Open used stunning eye level digital ads to drive record-breaking turnout to Fan Week as well as the official matches; 74,641 attendees on opening day alone marks the largest single-day crowd in the event’s history.
OOH Amplifies Official Event Partnerships
The US Open has plenty of high-profile brand partners, all of which are eager to amplify their status amid US Open hype and align their products with the prestige of this famous tournament. JCDecaux street furniture is enabling Grey Goose, Aperol, Evian, Heineken and IHG to meet residents and visitors at eye level throughout the city, not only achieving post-Open recall but ensuring their brands are top-of-mind during the event itself.
Bumble Leverages US Open Excitement
Even non-official sponsors are getting in on the conversation. Bumble is offering ad viewers a chance to turn ‘singles’ into ‘doubles.’ The popular dating app is encouraging New Yorkers to find a partner off the court with a massive DOOH campaign of approximately 70 screens across Manhattan including digital bus shelters and newsstands.