Local firm boosts USA Gymnastics

Local marketing firm Three-Sixty Group created an unprecedented ad campaign for USA Gymnastics, aimed at capitalizing on this month’s Olympics. The campaign debuts today with an eight-page insert in USA Today. USA Gymnastics officials said this is the organization’s first national marketing initiative that targets growing the sport’s grassroots base.

Sports marketers estimated the campaign’s cost in the low to mid six-figure range. The campaign is funded with support from the National Gymnastics Foundation, and the insert is supported by some of USA Gymnastics’ sponsors: AT&T, CoverGirl and Tyson.

Three-Sixty Group also created USA Gymnastics’ logo and the tagline “Begin here. Go Anywhere.” Using the headlines “Life needs balance” and “Life needs strength,” the newest campaign demonstrates that kids are naturally inclined toward gymnastics as part of human nature. A third ad is an illustration of a gym which calls out the benefits of gymnastics.

To support the campaign, USA Gymnastics is launching a Web site, www.beginheregoanywhere.com, where parents can learn the benefits of gymnastics, find answers to common questions, read success stories and easily locate a USA Gymnastics member club in their community. USA Gymnastics member clubs will receive posters, radio PSAs and newspaper ads that can be tailored with their message and placed in conjunction with the USA Today insert to create local and regional impact.

“This is an important landmark initiative for USA Gymnastics,” said Steve Penny, president of USA Gymnastics, which is headquartered in Indianapolis.