Iconic Italian liqueur Aperol has just launched a new campaign to mark the brand's second year as an official partner of the U.S. Open.
Featuring "Emily in Paris" star Ashley Park, the campaign will see the launch of Aperol's new Tennis Capsule Collection.
The range of tennis core-inspired bespoke goods sports the brand's signature shade of bright orange, resulting in a casual line with a premium feel.
Launched on August 13, it features a selection of hats, tees, shirts, vests, and skirts that are perfect for both on- and off-court activities.
In addition to modeling some of the merch, Park is also joining Aperol to celebrate the championship kickoff.
The actress expressed her lifelong love for tennis in a statement, calling the grand slam a "dream come true" to attend.
"I can't wait to watch the U.S. Open and enjoy the match while sipping a bright and bubbly Aperol Spritz, which became one of my favorite cocktails while filming in Europe. The vibrant flavor makes it perfect for spending time in the sun together with my favorite people," she concluded.
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Campari America's VP of Marketing Andrea Sengara also chimed in, highlighting the brand's deep-rooted traditions and values that it shares with the U.S. Open.
For fans at home, the brand will also collaborate with other influencers to strengthen the campaign.
It will run across digital, social, e-commerce, paid media, and streaming on ESPN.
Aperol greatly boosts the success of its campaign by using influencer partnerships. With the "Emily in Paris" star, the brand can leverage her audience (3.3 million followers on Instagram alone) to promote awareness and growth.
Aperol Spritz Celebrates Tennis
The campaign also includes major brand activations hosted throughout the U.S. Open.
The Aperol Spritz Bar will have an indoor-outdoor patio space located east of the main entrance to Arthur Ashe Stadium, serving up Italy's #1 cocktail along with light snacks.
Before the tournament begins, the bar will also be open during Fan Week (from August 19 to 25) to give attendees a sneak peek of the big event.
Meanwhile, an authentic Italian Ape Truck will pop up near court 5 through Labor Day, to provide friends with a chance to connect in between matches.
Two Aperol Bar Carts will also be strategically situated inside the stadium for easy access.
The brand will also celebrate finals week on September 7 and 8, joining the newly-created Finals Fan Fest inside the Louis Armstrong Stadium and at the Fountain Plaza.
It's time for brands to reach a global audience through the U.S. Open.
Vodka brand Grey Goose also launched its own campaign last week, featuring tennis star Frances Tiafoe.
Editing by Katherine 'Makkie' Maclang
