Promotion: US Open Grand Slam tennis tournament

Marketing Firm: Momentum Worldwide

Client:  American Express

Objective: Provide American Express cardholders with a special US Open experience, both at the tournament site in Flushing Meadows, and at viewing areas in New York City.

Parameters:

• 20 day event
• Over 8500 man hours
• Staff worked 4-10 hour shifts
• 165 Total Staffed

Timing: 3 weeks lead-time to hire and train 165 total staff

Program Elements:

• Hired staff to fill up to 120 positions per day to work various US OPEN roles for the 20 day event.
• In-Market staff and managers worked at the American Express Guest Information Booth; assisted AMEX Cardmembers and general public with seating for Jumbotron to watch US Open matches and highlights and participation with Tennis Court Interactive station.
• On Site staff worked in the Guest Information Booth; Provided Cardmembers with exclusive AMEX US Open Services; distributed free TVs and metrocards to Cardmembers; assisted Cardmembers with registering for the sweepstakes give away.
• Staff maintained positive and enthusiastic throughout entire promotion, despite long shift hours and New York heat.

Results:

American Express provided tennis fans with innovative ways to experience US Open tennis. Through “American Express Vision Live at the Open!,” fans were offered use of a personal hand-held televisions to view the action from five match play courts. All 2,200 devices were used at every session. American Express again created a US Open experience in New York City’s Madison Square Park and Rockefeller Center, where more than 100,000 fans viewed US Open action on giant video screens in these outdoor venues.

TESTIMONIAL: “The American Express event was a huge success and your team did a great job. Everyone was on time, had a positive attitude and did a great job in their roles. I would work with all of them again and will request them for future projects.”

Richard Mullen, Senior Producer, Momentum Worldwide