USA Swimming reports initial success with its SwimToday campaign, launched in May to promote swimming and build on Olympic-inspired interest.

“While we won’t have actual membership numbers for a couple of months, our metrics have been very impressive,” said Jamie Fabos Olsen, USA Swimming communications director.

This summer, there were almost 2.5 times more “Find a Club” searches conducted on, over the same time period in 2011.

Additionally, a national search engine marketing campaign referred 47,752 prospective members to USA Swimming clubs; a partnership with the Motherhood mommy blogger network resulted in over 15 million impressions; and two PSAs, one featuring Summer Sanders, and one featuring Dana Vollmer and Ryan Lochte aired a combined 6,447 times on 278 television stations.