ST. LOUIS CELEBRITY CAMPAIGN DRIVES MILLIONS IN VISITOR SPENDING Wednesday October 25, 2023 By Catherine Neville ST. LOUIS - Explore St. Louis’ award-winning St. Louis celebrity campaign is a star-studded marketing strategy to entice tourists to visit and enjoy everything that St. Louis has to offer…and it’s working. Just in from Strategic Marketing & Research Insights (SMARI), an independent research organization that specializes in travel and tourism, are impressive results. Respondents totaled 2,885 adults in targeted Midwest markets who were surveyed using a web-based methodology. Key findings include:• The campaign registered awareness among nearly 12 million households throughout Midwest target markets• The ads achieved excellent communications ratings including: shows St. Louis as a place to have fun; shows a place that has something for my whole family; captures the spirit, vitality and energy of St. Louis; makes me feel St. Louis is a place that is welcoming• 75% of those aware of the campaign found the ads engaging, and 6/10 said the ads are truly memorable• The ads successfully raised awareness of sporting events and activities, appeal to couples/adults, historic sites and landmarks and the dining/food scene• Viewed in the context of intent to visit St. Louis and competing destinations, the campaign positions St. Louis tied with Chicago for first among Midwest cities• Trips to St. Louis influenced by the advertising accounted for 6% of total room demand for the period to March – September• The campaign generated estimated visitor spending for the St. Louis region of $610 million• Chicago is not only St. Louis’ largest feeder market by visitor volume, but also the most efficient where we achieved 49% awareness costing just $0.25 per ad aware household• Campaign ad awareness in Kansas City was 69% and Memphis reached 73% Most recently showcasing Jayson Tatum in an ad, Explore St. Louis launched the celebrity campaign in 2017 to promote the city as a top travel destination. The series of TV spots features celebrities such as Sterling K Brown, John Goodman, Jenna Fischer, Ozzie Smith, Jackie Joyner-Kersee, Andy Cohen, Nikki Glaser, Jenifer Lewis and Becky Sauerbrunn. This campaign has received awards from the Missouri Division of Tourism, two Mid-America Emmy Awards and the HSMAI Adrian Awards Best in Show. To view all the commercials, visit explorestlouis.com/intheknow. Share