In March of 2005, DKC was retained by the United States Tennis Association (USTA) for the purpose of re-invigorating the US Open within New York City; to open new channels of national media coverage for both the Open and it’s annual Arthur Ashe Kids’ Day (AAKD) event; and drive ticket sales and attendance for the Open.

To accomplish these goals, DKC implemented a three-point plan. First, create a series of events to support tickets sales announcements and marketing promotions. Second, identify the most influential media outlets in New York City and present a series of creative story ideas. Third, utilize the strengths of AAKD to reach entertainment, calendar and youth-oriented media.

Within the New York market, significant publicity included a New York Times editorial celebrating the Open; a TimeOut NY cover story and a four-page feature in New York magazine. Coverage of AAKD included MTV’s “TRL”, People, Us Weekly, the New York Times and a cover story in the New York Daily News. The ticket sales rollout was highlighted by a first-of-its-kind event on the deck of the USS Intrepid to introduce the new Open “Blue” courts.