CHICAGO, May 17, 2016 /PRNewswire/ -- The United States Tennis Association (USTA), the national governing body for the sport of tennis in the U.S. has partnered with LimeGreen Moroch to help strengthen its multicultural marketing initiatives. The Chicago-based cross-cultural agency was tapped by the organization to develop strategies and programs that will engage more African Americans, Hispanics and Asian Americans in the sport of tennis, as spectators and participants.
"While the USTA has been committed to diversity and inclusion for many years, we realize that there are many groups that we need to do a better job of reaching out to and engaging in the sport of tennis," said Nicole Kankam, Managing Director, Marketing, USTA. "With the help of LimeGreen Moroch, we hope to bridge the gap between the sport of tennis and the growing multicultural community."
LimeGreen Moroch will focus heavily on research for the USTA brand, conducting focus groups in major markets and fielding a national, comprehensive quantitative study. Simultaneously, in support of the US OPEN, the world's highest-attended annual sporting event, taking place Aug. 29 – Sept. 11 2016, LimeGreen Moroch has been tasked with developing a marketing communications strategy and plan that will help drive incremental multicultural interest and attendance.
"The USTA is a prestigious brand with a long history of diversity and has numerous leverage points that can increase its relevance to multicultural consumers. We plan to attract new fans, players and supporters to the sport of tennis, at every level, in the United States," said LimeGreen Moroch CEO, Michon Ellis. "At some point, all prestige and/or luxury brands will need to evolve their strategies in order to connect with what we call the new urban sophisticate, a consumer segment that is as diverse as it is aspirational and upscale. The USTA is on the right path for growth and development."
For more information on LimeGreen Moroch and its services please visit www.lgmoroch.com.
About LimeGreen Moroch
Thought-Leaders in urban culture and multicultural lifestyles, LimeGreen Moroch (founded in 2004) is a cross-cultural marketing/advertising agency and certified Minority Business Enterprise headquartered in Chicago. The agency has regional offices in New York, Atlanta, Dallas, Detroit and Philadelphia. Focused on elevating brands that elevate people, LimeGreen Moroch develops strategic and cultural insights to create integrated consumer campaigns that drive engagement and brand connections. LimeGreen Moroch is part of Moroch Holdings Inc., a privately-owned family of integrated marketing and communications companies. LimeGreen Moroch's clients include McDonald's, Kia Motors America and Namaste Laboratories.
About United States Tennis Association
The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level—from local communities to the highest level of the professional game. A not-for-profit organization with more than 715,000 members, it invests 100% of its proceeds in growing the game. It owns and operates the US Open, the highest-attended annual sporting event in the world, and launched the Emirates Airline US Open Series, linking seven summer tournaments to the US Open. In addition, it owns approximately 90 Pro Circuit events throughout the U.S. and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games. The USTA's philanthropic entity, the USTAFoundation, provides grants and scholarships and helps under-resourced youth and individuals with disabilities, and supports wounded, ill and injured service members, veterans and their families. For more information on the USTA, log on to usta.com, "like" the official Facebook page, facebook.com/usta, or follow @usta on Twitter.
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