MINNEAPOLIS, July 11, 2013 – Today Colle+McVoy was named the first advertising agency of record for USA Swimming, the governing body for the sport of swimming in the United States. After an extensive search, the agency was selected to lead strategic and creative development of a national marketing program that will launch in the spring of 2014 to increase swimming participation. The campaign will be a collaborative effort among multiple aquatic industry partners that share the common goal of growing participation.
“Colle+McVoy’s passion for swimming combined with its recreational sport experience and strategic creative muscle will be a huge asset as we look to grow the sport,” said Matt Farrell, chief marketing officer, USA Swimming. “With their active lifestyle experience, they definitely ‘get it’ and we look forward to partnering to make our sport even better.”
“We thrive in the sports and recreational category and believe the challenge to increase swimming participation is highly achievable,” said Christine Fruechte, president and CEO, Colle+McVoy. “We are proud to partner with such an amazing organization to inspire more people to embrace the lifetime sport of swimming.”
Colle+McVoy has a strong track record working with sports, recreational and lifestyle companies such as Cannondale, Indian Motorcycle, Mountain Hardwear, People for Bikes, and the Recreational Boating & Fishing Foundation (RBFF). As RBFF’s marketing communications partner for five years, the agency has created award-winning campaigns and digital programs that have generated fishing license and boat registration sales growth and increased participation in fishing for the first time in over a decade.