NBA Superstar Jayson Tatum Featured in Explore St. Louis’ “In the Know” Campaign

Tuesday September 26, 2023

By Catherine Neville

ST. LOUIS - Explore St. Louis is delighted to announce the latest celebrity featured in its award-winning “In the Know” marketing campaign, St. Louis’ home-grown, NBA-leading player, Jayson Tatum! While in town for Jayson Tatum Night at Busch Stadium, he spent time in the studio filming television spots to share his favorite St. Louis things to do and places to visit.

Tatum’s ads begin airing next week in 10+ targeted markets throughout the Midwest including Chicago, which is St. Louis’s largest feeder market. The campaign airs via broadcast and digital platforms and has resulted in more than 10.7 million “awareness” households.

Explore St. Louis’ “In the Know” marketing campaign debuted in 2017 with a series of spots featuring Sterling K. Brown. The campaign has been an award-winning success, with multiple local stars stepping up to be featured, including Nikki Glaser, John Goodman, Jenna Fischer, Andy Cohen, Jackie Joyner-Kersee, Jenifer Lewis, Becky Sauerbrunn, and Ozzie Smith. You can find all the celebrities at

The innovative campaign won two Mid-America Regional Emmy Awards along with being awarded “Best in Show” at the Hospitality Sales and Marketing Association’s International Event.

“We are excited for Jayson Tatum to be our newest celebrity spokesperson to highlight all the great things St. Louis has to offer,” said Brian Hall, chief marketing officer for Explore St. Louis and creator of the campaign. “Our ‘In the Know’ campaign has proven to be a fun way to attract new visitors and inspire more people to explore St. Louis; having Jayson as part of our campaign will make it even more successful.”