Leveraging the 2023 US Open and fronted by Canadian tennis professional and Morgan Stanley athlete ambassador Leylah Fernandez, the financial services giant rolled out a mixed CSR and marketing initiative with the Women’s Tennis Association (WTA) which brings to life the idea that ‘The Game Is for Everyone’.
The campaign, crafted by agency The Marketing Arm, explores the synergy between the financial services brand the WTA and was spearheaded by an anchor commercial called ‘Boundary’.
Dropping online on Aug 21 – a week ahead of the start of the tournament – the ad shows how Morgan Stanley has teamed up with the WTA and two-time WTA champion Fernandez ‘to break boundaries and help a new generation thrive’.
As well as the ad campaign, Morgan Stanley continued to support the grassroots ‘Come Play’ initiative which provides access to tennis to under privileged and disadvantaged communities across the USA with the aim of helping achieve future equality and diversity in the sport.
In the US Open’s home city of New York, this project includes working with leaders, coaches and kids from the Harlem Jr Tennis & Education and the City Parks Foundation.
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