A ‘Ready To Serve’ campaign capturing how local New York restaurant owners are getting back on their feet and reopening safely in time for the rescheduled 2020 US Open was a key pillar in US Tennis Association (USTA) sponsor American Express’ tournament activation programme.
The campaign, which was created by ESPN CreativeWorks with Brooklyn-based commercial production company Voyager and director David Terry Fine, aims to help support and drive footfall for small businesses and bring back NYC dining out experience ahead of the 2020 US Open Championship.
‘Ready to Serve’ revolved around a series of online spots for the credit card company highlighting small business restaurants and bars opening back up in NYC in time for the return of the iconic US Open
Launched in the first week of September, leveraging the rescheduled tournament which ran from 31 August to 13 September, the creative shows how local restaurant owners are getting back on their feet and reopening safely just in time for the return of the US Open.
The tournament activation was part of the brand’s ongoing ‘Small Details / Small Businesses / Shop Small’’ initiative.
The tennis campaign was created for American Express by ESPN CreativeWorks where the team included Director Of Production David Kraft, Creative Director Kim Salatino, Creative Director Ira Fritz and Manager Disney Entertainment Sports Brand Solutions Colin Ryan.
The production and edit company was Voyager with Director David Terry Fine, EP Andrew Hutcheson, HOP Alissa Feldbau, Producer Tripp Kramer, Edit Assistant Austen Deery and Post Producer Matt Thurm.
Post production and VFX handled by Goldcrest Post NY with Colorist Nat Jencks, Finishing Artist Jordan PH Stein, DI Assistant Alex Hartley, DI Producer Wade Rudolph, with sound by One Thousand Birds’ Hayley Livingston and Kira MacKnight.
Comment:
Following months of pandemic-induced shut down strife and uncertainty, the gradual and careful reopening and reimagining of New York City bars, cafes and restaurants was a sign of hope and positivity for New Yorkers, as was the start of the rescheduled US Open.
Such things acted as a positive beacon for residents and fans as ‘going out to eat and drink lies at the heart of the New York experience – as is the US Open.
Demonstrating that New York isn’t and never will be ‘over.’
This initiative follows in the footsteps of several recent stand out Amex tennis activations including its 2019 Wimbledon campaign (see case study) and its 2018 US Open activation (see case study).
Links:
American Express
https://www.americanexpress.com
https://www.youtube.com/user/AmericanExpress/videos
https://www.instagram.com/americanexpress/
https://twitter.com/AmericanExpress
https://www.facebook.com/AmericanExpress
ESPN CreativeWorks
https://showcase.espncreativeworks.com/
US Open / USTA
https://www.facebook.com/usopentennis
https://www.instagram.com/usopen/
https://www.youtube.com/user/USOPEN
https://www.snapchat.com/add/usopentennis
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