The US Open is one of the most well-known and prestigious sporting events worldwide. This event takes place every year in August in Aruba’s largest market, New York. It is where the best tennis players in the world compete against one another and battle for the top prize.
A.T.A. is always looking for creative ways to be part of moments of relevance, especially targeting our “high-value” guest audience. This activation aims to continue positioning and associating Aruba with important brands. This year, a collaboration was achieved with a company responsible for the marketing and branding aspects of the tournament. Together with ESPN, Aruba is present at this renowned event where the Aruba logo appears on the clothing of some players during the competition. These matches take place on the Arthur Ashe, Louis Armstrong, Grandstand, and Court 17 courts. All of them will have live coverage broadcast on ESPN. Those attending these matches are certainly part of the desired audience that aligns with our strategy.
Additionally, this activation includes collaborations with the players through their social media platforms, giving Aruba access to the significant number of followers these athletes have. Also, an A.T.A. campaign video will air during the broadcast, which will surely provide additional exposure for Aruba.
During an important match last Tuesday, Aruba shared the spotlight with Taylor Swift during the announcement of her engagement to Travis Kelce. Many tennis and music fans were able to see Aruba’s logo on the jersey worn by Sinner’s opponent.
Aruba can be proud of the presence of our brand at such an important event, and A.T.A. invites all tennis fans to tune in to the matches.
