By Barry Janoff
May 17, 2016: In what can be descried as a liquid organic alliance, the upcoming Disney/Pixar animated film, Finding Dory, has teamed with USA Swimming to tout the movie and also to "encourage families around the country to not only find Dory, but to find a swim team through the SwimToday program."
A “Funnest Sport” campaign will also "address common misconceptions about the sport (while) encouraging more parents to consider swimming as a youth sport option for their children."
According to USA Swimming, "The collaboration will be the centerpiece of the SwimToday campaign’s first phase, where ten industry partners band together to show non-swimmers and their parents why swimming is the #FunnestSport and provide an invitation to join in."
Finding Dory, the sequel to Finding Nemo — which won the 2003 Academy Award for Best Animated Feature — stars the voices of Ellen DeGeneres (Dory), Albert Brooks (Marlin) and Hayden Rolance (Nemo). It is scheduled to hit theaters June 17.
USA Swimming is the official national governing body of competitive swimming in the U.S., including this year overseeing the U.S. National Team that will compete in the Summer Olympics in Rio de Janeiro. The squad potentially be led by Michael Phelps, Ryan Lochte, Natalie Coughlin and Missy Franklin.
SwimToday is endorsed and supported by 11 swimming industry partners, including Arena, Speedo USA, TYR, USA Swimming, Colle+McVoy, Counsilman-Hunsaker, National Swimming Pool Foundation, Swimming World magazine, TeamUnify and USA Swimming Foundation.
The alliance includes print, anchored by a Finding Dory ad in the commemorative Olympic preview edition of Splash Magazine (delivered to nearly 300,000 USA Swimming member homes); cross-promotion on Disney, Swim Today and USA Swimming social media channels; and group sales opportunities for USA Swimming teams and SwimToday partners.
In addition, SwimToday.org will feature a Finding Dory-themed landing page from mid-May leading up to the June 17 opening of the movie.
“As everyone knows, Dory’s best advice to those in a tough spot is to, ‘Just keep swimming,’ making a partnership with USA Swimming ideal for Finding Dory,” Lindsey Collins, producer of Finding Dory, said in a statement. “We are all truly honored that the organization has made this relationship possible, and we wish them much luck at the Olympics this summer.”
As part of the alliance, USA Swimming will collaborate with Disney to send SwimToday kits to 3,000 USA Swimming registered teams.
The kits would include such Disney, SwimToday and co-branded items as posters and informational materials.
According to Matt Farrell, CMO for USA Swimming “Dory and SwimToday have one important key message in common — we want everyone to ‘Just keep swimming’, but more importantly we want moviegoers to join a swim team.
“Finding Dory will be instrumental in our SwimToday marketing to invite non-swimmers to be a part of the funnest sport and be more like Dory, Nemo and friends," said Farrell.
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