NEW YORK American Express and the U.S. Tennis Association have launched an online show for fans of the U.S. Open tennis tournament, which begins Aug. 27.
Publicis Groupe's Digitas, the Boston-based i-shop long on AmEx's agency roster, assisted in the program's creation.
"The U.S. Open Online Highlights Show" will run key elements of matches during the two-week tournament. The program, accessible at www.americanexpress.com/tennis and www.usopen.org, will show best bits from the individual matches beginning at 6:30 p.m. and again at 11:30 p.m. These clips will be archived and available for viewing for the duration of the tournament.
"We've been looking to increase our broadband offerings to include original programming for some time and have been considering different ways to do this," said a USTA representative.
Aside from advertising on the AmEx and U.S. Open Web sites, there will be a targeted promotional campaign that will include print ads in various trade publications as well as The New York Times, and banner ads on sites where sports fans congregate, such as ESPN.com, said the USTA rep.
USA Network, which is telecasting the Open, is also doing a big promotional push .