In anticipation of the first NFL games in Los Angeles in more than two decades, the Rams are debuting their first branding campaign in market, called “We’re Home,” beginning August 24th.
The art features larger-than-life Rams players leaping over L.A. landmarks, including The Griffith Park Observatory and catching passes amid the towering buildings of the downtown skyline. The campaign will introduce locals to three players – RB TODD GURLEY, DT AARON DONALD, and WR TAVON AUSTIN – representing the team’s offense, defense and special teams, respectively.
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 the NFL 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 L.A. 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 L.A., 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.