For the first time since the mid '90s, U.S. Rowing will launch a marketing campaign designed to bolster interest in the sport ahead of the London Games. The NGB has developed a "Row to London" logo that will be featured on branded apparel, its Facebook page and an interactive element on its website called "Outfit the Olympians" that allows fans to select training gear for athletes. In addition, it will be hosting viewing parties with NBC that coincide with National Learn to Row Day on June 2 and the day it names its team, June 22. U.S. Rowing CEO Glenn Merry said, "We had decent success on the medal stand in Athens and Beijing, but we weren't able to parlay that into media exposure or marketing opportunities. This is a way to get rowing out into the American public, and we're starting that with the rowing public in an effort to galvanize our fan base." U.S. Rowing hired Beth Kohl as its CMO last year, and she worked with Merry to develop the campaign. The NGB is not buying any print, TV or radio advertising but did hire publicist Susan Bradshaw Communications to assist with placing lifestyle stories about Olympic rowers in magazines.
