Emirates, US Open 2022
We worked with Emirates’ marketing agency, CSM, and the US Tennis Association to bring the elevated experience of flying Emirates to the grounds of the 2022 US Open and a record 550K tennis fans. This incredible muli-part activation across three weeks included a luxury suite, promotional booth, Emirates Day where branded hats were distributed to 5K fans, and family-friendly fun for Arthur Ashe Kids Day, which saw the largest turnout to date with the attendance of 35K kids and families. We also coordinated The Emirates Ball Flight following matches–covered by ESPN, the ball flight ensured Emirates had visibility with fans at home. Over the course of the two week tournament, ESPN had an average of 1.21M viewers and a record 4.8M viewers for Serena’s final match, making it ESPN’s most-watched tennis match of all time and delivering incredible reach for Emirates.
Together with the Emirates Social Team, we oversaw a multi-day shoot that featured Emirates’ iconic Cabin Crew at locations throughout the US Open grounds and tennis lessons with sport legend, Andy Roddick. These custom content pieces were then shared on Emirates’ social media channels to bring the Emirates x US Open experience to a global audience of 585K fans. Through successful activations and content production, Emirates was able to connect with fans both at the US Open and across the globe without compromising the premium experience synonymous with the Emirates brand (and without leaving the ground!).
