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Rams Unveil "Defend Our Turf" Marketing Campaign

Posted Aug 6, 2014

The St. Louis Rams have unveiled their 2014 marketing campaign, which calls upon St. Louis to unite on game day to help "Defend Our Turf.” The campaign features superhero illustrations of Rams players Sam Bradford, Tavon Austin, Zac Stacy, Chris Long, James Laurinaitis, Robert Quinn and Greg Zuerlein.

The St. Louis Rams have unveiled their 2014 marketing campaign, which calls upon St. Louis to unite on game day to help "Defend Our Turf.”  The campaign features superhero illustrations of Rams players Sam Bradford, Tavon Austin, Zac Stacy, Chris Long, James Laurinaitis, Robert Quinn and Greg Zuerlein.

The campaign, which was developed in conjunction with local agency Boxing-Clever, is aimed at reaching St. Louis families and will receive prominent placement on local television, radio, print, outdoor, digital and print.

In addition to creative featuring Sam Bradford as the Captain; Tavon Austin as the Sonic Boom; Zac Stacy as the Wrecking Ball; Chris Long as the Beast; James Laurinaitis as the Gladiator; Robert Quinn as the Machine; and Greg Zuerlein as the Leg, the Rams have identified a local St. Louis family to be part of the campaign. In the family-focused creative, the mother, father, son and daughter turn into Rams superheroes, who come together on game day to help “Defend Our Turf.”  

For a preview of the spots and creative, fans can click here.  Spots will also air during Friday’s preseason game on KTVI-Fox 2 at 7 p.m. and continue throughout the season.  An image of the official “Defend Our Turf” poster is attached.  

“With this campaign, we wanted to have some fun showcasing our ascending superstars and highlighting their superhero-type of skills,” said Brian Killingsworth, vice president of marketing and brand strategy, St. Louis Rams. “We also wanted to include a call to action for all of St. Louis to unite on game day and help the Rams ‘Defend Our Turf’ by filling the Edward Jones Dome and returning it to one of the loudest environments in the National Football League. We know our fans can provide our team with a competitive advantage, so we want them to contribute to this season’s success.”  

The word “turf” also pays homage to the “Greatest Show on Turf” as the Super Bowl XXXIV winning team will unite again at the Edward Jones Dome on October 13.  During halftime of Monday Night Football, the team will celebrate the 15th anniversary of its World Championship.  

"Boxing Clever is again thrilled to be working with the St. Louis Rams,” said Dave Scott, owner, Boxing Clever. “The synergies between our teams and our passion for the Rams organization has generated a new level of excitement throughout our entire agency. In addition, the creative and strategic approach for the coming season is exactly what any agency would dream about doing for its clients. They’ve given us the OK to step outside their comfort zone and do something new for the team. We’re looking forward to seeing our work out there supporting a successful, heroic Rams season.”

Beyond brand awareness, the campaign is structured to drive response to Rams season tickets and the all new four-game Chris Long and Robert Quinn Sack Packs.  Season tickets and Sack Packs are the only way fans can guarantee they can purchase premium games against the Denver Broncos and the Dallas Cowboys.  Single game tickets are on sale now. Call 314-RAMS-TIX or visit stlouisrams.com/tickets.

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