NEW YORK, PRNewswire/ — American Express today announced that tennis great Andre Agassi will promote the company’s sponsorship of the 2003 US Open Tennis Championships through a number of advertising and promotional programs, including a new television commercial. The campaign will also include new print creative featuring Monica Seles, James Blake and Daniela Hantuchova. 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 continues to provide unique experiences and special benefits for Cardmembers.
The new Agassi commercial builds on the ongoing umbrella advertising campaign entitled, “The Official Card,” which leverages the Official Card status 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 humorous 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 ad will launch in the New York metro area on August 19 and will air nationwide beginning August 25 to promote the US Open taking place August 25-September 7. 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.
“We have an exciting line-up of talent this year, and are thrilled to be working with Andre,” said Richard Quigley, senior vice president of Global Advertising for American Express. “The new creative for the US Open allows us to engage our Cardmembers, whether they are tennis fans or not, by showing great achievers like Andre doing common things in uncommon ways.”
Along with 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 nontraditional media including print, online and major outdoor venues throughout New York, including highway billboards, ferries, buses, subways, taxis and at the US Open.
In addition to the advertising 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 Cardmember benefit programs throughout the tournament. American Express will also feature a comprehensive website (www.americanexpress.com/usopen) for fans and Cardmembers. The website will contain numerous features including an online auction for official US Open game-used memorabilia, fantasy packages and unique event experiences, as well as autographed items donated by Agassi. Proceeds from the online auction will benefit the Harlem Jr. Tennis League and the Andre Agassi Charitable Foundation. Additionally, website users are able to create their own customized US Open schedule each day, before heading out to the Open.
American Express Commitment to Sponsorships
American Express has sponsorship relationships with a number of premier 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.
In addition to supporting sponsored properties with advertising and marketing, American Express looks for ways to enhance the Cardmember experience with on-site servicing, Cardmember events and special offers including early on-sale for event tickets.
American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international. For more information on American Express, visit www.americanexpress.com.