US OPEN / US OPEN SERIES
Situation

• US Open: World class event, some inventory remains for selected sessions; shrinking marketing budget
• US Open Series: First-ever summer-long “regular season” (10 events in North America) leading up to the US Open

Challenge

• Overcome perception that event is sold out, while maintaining aura as "hot event"; extend media presence; drive sales among
  NY'ers and visitors
• Develop corporate marketing interest in a new concept
  (US Open Series)

Apel Solution

• Formulate and execute ticket sales plan; assume responsibility for promotion marketing, media planning/buying
• Reduce/eliminate unsold ticket inventory
• Enhance marketing support – Leverage existing partnerships/create new relationships to increase exposure and deliver promotion offers
• Reinforce USTA mission "To promote/develop the growth of tennis" – Reach out to new audiences, e.g., African Americans, Hispanics,
  NYC employees
• Support/enhance USTA sponsorship sales efforts

Results

• Continued record breaking sales
  • Highest attendance/revenue ever
• Filled traditionally difficult sessions
• New audiences
  • Harlem Week/Uptown Chamber of Commerce
  • Hispanic Radio
  • Daily News program
  • Fandango Promotion
• Increased media exposure
  • Broadcast, print and new media partnerships
  • Exposure increased 50% with 1/3 less money
• Consistent creative message
  • Advertising/promotion
• First-ever US Open Series umbrella sponsor (3rd year)
  • Lever 2000