BOSTON In a TV and print push for the United States Tennis Association, Arnold portrays the 10 men's and women's events played during the six weeks leading up to next month's U.S. Open as "The greatest road trip in sports."
The work breaks this week and includes a pair of 30-second spots shot at events in Indian Wells, Calif., and Miami. Testimonials from stars such as Roger Federer, Andre Agassi, Rafael Nadal, Martina Hingis and Venus and Serena Williams are included.
The client spends about $7 million annually in measured media, per Nielsen Monitor Plus.
The new ads specifically support the tournaments comprising the U.S. Open Series; work for the Open itself is in development.
"Last year's campaign resonated with fans and players," said Michelle Wilson, managing director of marketing at the USTA in White Plains, N.Y. "This year is no different. Everyone can relate to a summer road trip through America. And the players really had fun with it, letting their personalities show through."
Spots will air nationally in and outside of tennis programming on CBS, ESPN2, NBC and the Tennis Channel. Print executions will appear throughout the summer in USA Today, Sports Illustrated, The New York Times and elsewhere.
Thom Baginski and Gary Rozanski served as creative directors on the campaign, with Matt Guerra and Meghan Williams crafting copy and Kate Begbie and Nate Guillard handling art direction. Guerra was also the producer and director.
All executions direct consumers to USOpenSeries.com, which was relaunched this week with a new look and features, including full television listings.
Television ads have also been tailored specifically for local tournaments including the RCA Championships, Legg Mason Tennis Classic, Pilot Pen Tennis, Rogers Masters and Rogers Cup.
Arnold, a unit of Havas, crafted the campaign through its New York office.