IHG Hotels & Resorts is ingeniously leveraging their role as the official hotel partner and loyalty program of the US Open for the sixth consecutive year by tapping into a popular cultural debate regarding the color of tennis balls—whether they are green or yellow. Their innovative marketing strategy for the 2024 US Open Tennis Championships is centered on this ongoing debate, engaging fans in a unique and interactive way.
The ‘IHG Rally Room’ Experience
To bring this concept to life, IHG has introduced the ‘IHG Rally Room,’ a unique, tennis-ball-themed suite available at Kimpton Hotel Eventi in New York City and Hotel Indigo Atlanta Downtown. This imaginative suite is divided by a tennis court center line, with one side decorated in vibrant green and the other in striking yellow. This clever design underscores the playful yet divisive question about the color of tennis balls, offering guests an interactive experience that plays into the debate.
A survey commissioned by IHG revealed that 56% of Americans perceive tennis balls as yellow, while 44% consider them green. The design of the ‘IHG Rally Room’ caters to both perspectives. On the green side, visitors will find a dynamic mix of green decor, thematic accessories such as a mini tennis ball-filled lamp, and green-themed sports gear. Conversely, the yellow side features vivid yellow decor, retro items like a yellow telephone and clock, and yellow-colored tennis gear. The suite’s layout aims to provide a memorable and engaging guest experience that taps into the ongoing color debate.
Broader Marketing Strategy at the US Open
While the ‘IHG Rally Room’ is a central attraction, IHG’s broader marketing strategy during the US Open includes several other key elements designed to enhance brand presence and guest engagement. One such event is the ‘Grand Slam Social,’ an exclusive gathering featuring a DJ set by renowned artist Mark Ronson. This event is set to showcase IHG’s expanding luxury and lifestyle brand portfolio in an elegant, tennis-themed environment, further tying their brand to the prestigious tennis tournament.
Additionally, IHG’s on-site experiences during the US Open will further embed their brand within the event. Attendees will have the opportunity to relax at the IHG Hotels & Resorts Racquet Bar, which offers a VIP experience complete with specialty cocktails and a curated wine menu. IHG One Rewards members will enjoy even more exclusive perks, such as behind-the-scenes tours and access to post-match conferences, reinforcing IHG’s commitment to providing unique and memorable experiences for sports enthusiasts.
Engaging Cultural Conversations
For the sixth consecutive year, IHG Hotels & Resorts is maximizing its role as the official hotel partner and loyalty program sponsor of the US Open, cleverly capitalizing on a popular and amusing cultural debate: are tennis balls green or yellow? This inventive marketing campaign for the 2024 US Open Tennis Championships aims to captivate and engage fans by immersing them in the lively discussion about the true color of tennis balls, whether they see them as green or yellow. By focusing their strategy on this playful, yet surprisingly contentious topic, IHG is fostering a deeper connection with tennis enthusiasts and offering them a distinct and memorable experience. The campaign is designed to spark conversation and interaction, encouraging fans to participate by sharing their opinions and engaging with IHG’s brand in unique ways. Through this approach, IHG Hotels & Resorts hopes to enhance fan engagement, boost brand loyalty, and create a lasting impression that aligns with the excitement and energy of the US Open.
