New ad campaign, digital presence highlight 2016 Series innovations

June 29, 2016 12:21 PM

In its 12 years, the Emirates Airline US Open Series has been a force for innovation, introducing blue courts, instant replay and bonus prize money to professional tennis.

Not one to rest on its laurels, the Series is continuing to grow and transform in its 13th season.

New for the 2016 edition of the North American summer hard-court season are a number of digital projects, including the launch of new websites for the Series homepage,, as well as for its U.S.-based tournaments in Atlanta; Cincinnati; New Haven, Conn.; Stanford, Calif.; and Winston-Salem, N.C.

The new websites will feature enhanced responsive designs to create a mobile-friendly user experience across all devices. And they will be equipped to launch a direct feed from the ATP World Tour and WTA with live scores, draws, orders of play and match schedules, all starting with the 2016 Series debut in Stanford on July 18.

The 2016 Series will also feature a new advertising campaign – “Serving up the Best of Summer” – that will highlight all the ways to celebrate summer at the Series tournament events in July and August. This campaign will roll out across all media, including television, print, online and social media, with innovative targeting techniques to reach key audiences – all leading up to the summer tennis season’s grand finale: the 2016 US Open.