United States Tennis Association: Us Open Excitement campaign
Rayna BaileyOVERVIEW
The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA membership, while holding at 500,000 individuals and 6,000 organizations, was not growing, and Nielsen ratings for telecasts of the US Open had dropped from a high of 5.8 in 1981 to 2.8 in 1998. The organization had earned a reputation as a group for professionals rather than the average tennis player, and the US Open...