Making a splash

The Amateur Swimming Association and British Swimming are stepping up their efforts to promote the sport in the UK.

The two bodies have brought in Vero to overcome the relatively low profile of the sport.

The agency's CEO Mike Lee, who leads the account, said: ‘The profile of swimming in Britain is set to expand dramatically ahead of London 2012 and it's against this backdrop that we will review swimming's communication challenges.'

He added: ‘We will look at how we can most effectively reach stakeholders and those who have a direct influence on the future of the sport.'

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