LOS ANGELES,CA--(Marketwired - August 23, 2016) - In anticipation of the first NFL season in Los Angeles in more than two decades, the Rams are debuting their first branding campaign in market, an out-of-home series called "We're Home," beginning August 24th.
The art features larger-than-life Rams players leaping over LA landmarks, including The Griffith Park Observatory, and catching passes amid the towering buildings of the downtown skyline. The campaign will feature three of the Rams' young players - WR TAVON AUSTIN, DT AARON DONALD and RB TODD GURLEY.
Creative throughout LA and Orange County includes: static and digital billboards; a large-scale painted building; aerial beach advertising; and transit wraps on LA Metro train lines, buses and shelters.
The Rams partnered with creative agency Art Machine, an Engine Group company, on this inaugural campaign. As the Rams' marketing agency of record, Art Machine will help support creative, social content, promotions and media placement for the Rams' inaugural season back home in Los Angeles. In addition, the Rams worked with NFL Marketing on the development of the "Welcome Home" and "We're Home" taglines that have appeared across Rams' and partner assets, including this season's tickets.
"Art Machine is a strong partner because of their knowledge of the market and their commitment to building engaged fans in the greater LA area," said Rams Chief Operating Officer Kevin Demoff. "As we return home to Los Angeles, one of our goals is to emotionally connect with our fans and the region, and working with an agency deeply rooted in the L.A. community was extremely important to us."
The agency began working with the Rams on a project basis earlier this year and has produced content and social promotions around the team's move to LA, as well as promotions tied into the 2016 NFL Draft. Art Machine will consult on key marketing aspects of the brand throughout the local market to supplement and grow what is already a dedicated, enthusiastic fan base for the team. The work will be handled out of the agency's Los Angeles office and will be led by John McMahon, President and Creative Director of Art Machine.
"We are thrilled to be teaming up with a brand that is breaking barriers within the NFL and already has all eyes on them ahead of the 2016 season this fall," said McMahon. "The Rams are white hot right now and we understand the importance of building on that momentum to bolster their fan base during such a critical time."
Art Machine's expertise lends well to the Los Angeles Rams' needs, with clients in both sports and hospitality, including work done for Kumho Tire, the Official Tire of the NBA, Universal Parks & Resorts, Universal CityWalk, The City of Los Angeles, and the Greater Los Angeles Zoo Association.
About Art Machine
Art Machine is a full-service creative agency focused on building audiences for brands through content-driven solutions, fan promotions, and branded interactions that compel fans to act. Founded in 1999 and headquartered in Hollywood, the agency migrated from its entertainment origins and began serving brands eight years ago. To date, the agency has worked with iconic brands, including Universal Parks & Resorts, Fiat Chrysler Automobiles, Advanced Micro Devices, and the Los Angeles Zoo. Art Machine is part of Engine Group, a global marketing services network comprised of specialist communications agencies that transform brands through a collaborative culture and business approach. For more information, visit artmachine.com/brand.
About Engine Group
Engine Group is a global marketing services network of specialist communication agencies that transforms brands through its unique collaborative culture and business approach. The individual agency brands within the network cover the vast range of marketing services including strategy, digital marketing, social media, advertising, public relations, and content creation and production. With operating hubs in the UK, North America and Asia, the agencies within the network include WCRS, Art Machine, MHP Communications, Trailer Park, ORC International, Partners Andrews Aldridge, Deep Focus, Synergy, Calling Brands, Mischief, Fuel, Transform and Slice. The group's client portfolio ranges from top brands such as Unilever, Santander and Kimberly-Clark to all the major entertainment studios including Warner Bros., Disney and 20th Century Fox. More information is available at enginegroup.com.
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