Problem How do you increase listenership and awareness of an AM radio sta- tion that is home to three sports teams? Solution Use outdoor to create a PR event. Background Although having broadcast rights to two of the three professional sports teams in St. Louis (St. Louis Blues and St. Louis Rams), 550 KTRS struggled to maintain listenership and grow awareness in the St. Louis market. Like many of the AM radio stations, KTRS was a far cry from the category leader, 1120 KMOX, the default choice for years. Pre- pared to make a run at KMOX, KTRS announced a deal with the St. Louis Cardinals which made KTRS the new long-term flagship radio station beginning in 2006. This announcement ended a 52-year run on KMOX as the Cardinal’s exclusive St. Louis radio station. With the announcement

Join for free to read