USTA Launches U.S. Open Series Campaign To Grow Participation

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The USTA has launched "more than a dozen" ads as part of the "It must be love" campaign featuring top tennis players promoting the U.S. Open Series, according to Andrew Adam Newman of the N.Y. TIMES. Seven of the spots, which "encourage viewers to 'tune in all summer' on ESPN2, start this week," including a 30-second spot featuring Venus Williams. The ads, via the Martin Agency, Richmond, seek to "humanize the pros and expand the audience that views tournaments on television or courtside." In highlighting the "love for tennis," the USTA also is "trying to turn spectators into participants, and rekindle the love for recreational tennis across the nation." USTA CMO of Professional Tennis Harlan Stone: "Our strategy is to use our professional assets to leverage more participation in the game. ... The more accessible athletes are, the more fans can get excited about them. The more you get to know someone the more you pull for them to win -- and the more excited you get about the sport." Newman notes Roger Federer in one spot "talks bashfully about affectionate nicknames he is called by fans, like Federer Express," while Rafael Nadal in another ad "says he loves to fish but loves tennis more." The campaign marks the first for the Martin Agency with the USTA, which "spent $8[M] on advertising in 2008" (N.Y. TIMES, 7/21).