United States Tennis Association’s New Campaign “It Must Be Love…” Makes Headlines

The United States Tennis Association (USTA) has a new campaign breaking that, for the first time, promotes both the Olympus US Open Series and the US Open.

The new campaign, featuring the theme “It Must Be Love,” comes out of a strategic insight that many of the top players had more than one "love" in their lives but tennis always won out. Rafael Nadal loved fishing. Dinara Safina loved chocolate cake. Other parts of the campaign touch on the sacrifices they make for the love of the game. Whatever the reason, tennis stole their hearts. 

See the full story about the campaign as featured in The New York Times...