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The tournament kicks off next Monday. Last year, Agassi lost an
emotionally charged final to Pete Sampras. For the past 10 years,
American Express has served as the 'Official Card of the US Open'.
Through this year's integrated campaign, the company is looking
to provide unique experiences and special benefits for card members,
a release said.
The new Agassi commercial builds on the ongoing umbrella advertising
campaign The Official Card, which leverages the official
card status that American Express holds with a variety of sports
and entertainment sponsorships including the US Open.
In the spot, the tag-line is The Official Card of Parenthood
showcasing Agassi's personal interests off the court. It shows Agassi
in a humourous scenario using his American Express Card to purchase
a ball hopper, which he then takes home and uses to pick up toys
his son has scattered across the floor. The campaign will also incorporate
a television ad featuring Seles, in the Official Card of Being
Yourself, which debuted during last year's US Open.
Besides Agassi and Seles, rising stars James Blake and Daniela
Hantuchova will also be featured in the 'Official Card of the US
Open' campaign. Each of the players will appear in traditional and
non-traditional media -- including print, online and major outdoor
venues throughout New York. They will also be seen on highway billboards,
ferries, buses, subways, taxis and at the US Open.
In addition to the ad campaign, American Express will also have
a substantial presence on-site at the USTA National Tennis Center
in Flushing Meadows and will feature several special card member
benefit programmes throughout the tournament.
American Express has sponsorship relations with a number of entertainment
and sports properties including Madison Square Garden and Radio
City Music Hall, the NBA and WNBA, the US Open, Tiger Woods, Tribeca
Film Festival and World Golf Championships.
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