For two weeks at the end of every summer, New York City becomes the center of the sporting world. Hundreds of thousands of fans will attend and millions more will watch worldwide as the top tennis players in the world compete to become the US Open Champion. And for the past 23 years, Citizen Watch has had the distinction of being the Official Timekeeper of the US Open Tennis Championships, providing a great platform to advertise its brand in the bright lights of New York City and beyond. With this opportunity in hand, Citizen has once again teamed up with The CSI Group to create compelling content to showcase their partnership with the US Open and to demonstrate the features and technologies that make Citizen one of the most innovative watch brands in the world.
To accomplish this, CSI designed content revolving around Citizen’s Brand Ambassador and tennis star Victoria Azarenka. First, they created engaging print ads that highlight the accomplishments of Vika and her relationship with Citizen. These ads were featured in the New York Times as well as the Official US Open Program. In addition, new TV spots also featuring Vika were produced and scheduled to run on ESPN and ESPN2 throughout the tournament.
This year also provided the unique opportunity for Citizen to advertise in the heart of Times Square during the tournament. CSI produced content to play on the massive ABC Supersign located on the corner of 44th and Broadway that wrapped around a screen showing live simulcast coverage of US Open matches. This was the perfect vehicle to showcase the Citizen brand, its technology and its love for tennis alongside live match coverage. The end result was a 4-minute video loop that created a captivating and striking display for audiences to see while watching the Men’s final, as well as other primetime matches while in Times Square.
In order to further capitalize on the US Open sponsorship, CSI helped Citizen showcase its brand with an on-site experience at the U.S. National Tennis Center throughout the two-week tournament. A centrally located booth was created where fans could interact and experience Citizen watch technologies. The experience included a 3D holobox with a watch encased in a glass prism with virtual 3D animations continuously playing around the product showcasing its features and technology. To add further visual excitement, video screens within the booth space continuously looped Citizen’s TV spots featuring Vika. The booth walls were fully wrapped with large graphics to display watches that were photographed right at the CSI studio.
Rounding out the on-site experience was custom branded content created by CSI that was shown on the large digital billboards located inside Arthur Ashe stadium. The CSI Group is proud of its long-standing partnership with The Citizen Watch Company and for being part of this year’s US Open Tennis Championships event.