Wilson U.S Open x The William Vale
The William Vale's 2025 U.S. Open programming and activations were designed to create an elevated guest experience while reinforcing the property’s position as a premier destination during one of New York City's most anticipated cultural and sporting events. By seamlessly blending luxury hospitality with the excitement of tennis, the hotel transformed the U.S. Open into a property-wide experience.
ROLE: Marketing & Partnership Strategy
Through a curated collection of U.S. Open-inspired activations, including the Ultimate Play & Stay U.S. Open Room Package, Westlight's exclusive Honey Deuce cocktail collaboration with Grey Goose, and the Marta Kostyuk x Wilson "Serve Style" lobby installation, The William Vale brought the energy of the tournament beyond the courts. Each touchpoint was thoughtfully designed to immerse guests in the spirit of the U.S. Open while enhancing the guest experience and generating meaningful coverage throughout the tournament.
Emmy Nominated Video
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Emmy Nominated Video 〰️
I worked with the Travel + Leisure team to create this video feature showcasing The William Vale’s U.S. Open Room Package and activations. Travel + Leisure filmed at the property to create a first-person social feature highlighting the guest experience. The video extended the reach of the campaign to Travel + Leisure’s digital audience of 6M+ followers, including its YouTube channel with 68.5K subscribers reach, and has since been nominated for a New York Emmy.
The Ultimate Play & Stay U.S. Open Room Package was designed to make the most of tennis’s biggest moments, featuring a $50 Lyft credit for effortless travel to the tournament, a Moët & Chandon split to toast the champions, and a signature The William Vale dad hat to bring the experience courtside. From courtside thrills to skyline views, this stay was created to deliver memorable moments that last long after the final match.
At Westlight, the specialty Honey Deuce cocktail, available from August 27 – September 7, 2025 in collaboration with Grey Goose, added to its ace-signature cocktail menu, offering guests the perfect way to sip while soaking in epic skyline views from the 22nd floor.
The Marta Kostyuk x Wilson “Serve Style: A Wilson Sportswear Story” striking hotel lobby installation told the story of Wilson’s first full-category ambassador, Marta Kostyuk. The display featured Marta’s signed 2024 U.S. Open Wilson uniform, symbolizing a breakout year, alongside the first-ever reveal of her 2025 Wilson kit.