Lavazza
U.S. Open Activation
Press & Media Strategy, Talent Procurement
Our goal
In its ninth year of partnership with the US Open, premium Italian coffee company, Lavazza, asked us to leverage their involvement in the iconic New York City sports event to secure coverage of the brand by top-tier editors.
The Strategy
Prior to the US Open, we planned a media event and coordinated editor visits to the Lavazza Suite to secure inclusion in "best things to eat/drink at the US Open” stories. Within Lavazza’s VIP Suite, editors enjoyed coffee demos from Lavazza’s expert team and a variety of Instagram-worthy coffee cocktails while viewing the matches. Editors were sent home with Lavazza gift bags that included branded mugs and breakfast items to enjoy the next morning.
The Result
Lavazza received dozens of pieces of coverage in outlets including CNN, People Magazine, The Cut, and Town & Country. We also helped secure visits from A-listers — including Ebon Moss-Bachrach, Sam Rockwell, Leslie Bibb, Naomi Watts, Billy Crudup, Jason Biggs, Jenny Mollen, Debra Messing, Tyler James Williams and more — to the Suite for matches throughout the tournament, and successful landed celebrity sightings stories.
Media Placements
Media Reach
Social Media Posts
Social Media Reach
