KTRS & St. Louis Cardinals: “Missing Birds”

Category: Media Idea
Agency: Schupp Company Inc.
Client: KTRS (AM Radio Station)

STRATEGIC CHALLENGE

Although 550 KTRS had the broadcast rights to two of the three professional sports teams in St. Louis (St. Louis Blues, St. Louis Rams), they 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 category leader, 1120 KMOX, the default choice and powerhouse for years. Prepared 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, which was also the first year the Cardinals would play in the new Busch Stadium. This announcement ended a 52-year run on KMOX as the Cardinal's exclusive St. Louis radio station.