Explore St. Louis Launches Campaign Featuring Emmy Winner Sterling K. Brown

Mathews-Dickey Boys' & Girls' Club receives large donation as a result of campaign


Explore St. Louis today launched In the Know, a series of TV spots that feature Emmy Award-winning actor and star of NBC’s “This is Us,” Sterling K. Brown. The new campaign sets out to highlight St. Louis’ lesser-known aspects that make the city special. In the spots, Brown shares what he loves about St. Louis, the city he calls home.

“Sterling is the perfect person to help us tell St. Louis’ story through In the Know,” said Brian Hall, Chief Marketing Officer, Explore St. Louis. “He represents everything good about our city – he’s kind, charming, hard-working, witty, fun, and much more – so when he agreed to participate, we were honored and excited to begin shooting.”

Created in partnership with local marketing agency H&L Partners, In the Know is the newest Explore St. Louis campaign to promote the city as a top travel destination. When considering who would be the face of the campaign, Brown was a no-brainer.

“I still think of myself as this regular kid from the Meadows [in Olivette], so I was touched by the invitation to be a part of this project,” said Brown. “People overlook St. Louis, but we’ve got great food, good music, and quality people who come from this place. I couldn’t be prouder to call St. Louis home.”

In an effort to give back to the community, Brown has donated his compensation to the Mathews-Dickey Boys’ & Girls’ Club. The donation will help fund the club’s Blue Chip Scholar-Athletic Initiative. Mathews-Dickey holds a special place in Brown’s heart as his grandfather, the late Arris Banks, Sr., was a club donor in its early days. Brown also tutored there while a student at Mary Institute and Saint Louis Country Day School (MICDS).

“The Mathews-Dickey Boys’ & Girls’ Club holds a special place in my heart. It means a lot to me to follow in my grandfather’s footsteps and share the opportunity to support this club, which has done so much for my family and St. Louis youth.”

To watch the first two spots, visit explorestlouis.com/sterling. The full campaign will launch Spring 2018.

About Explore St. Louis

Explore St. Louis is the driving force behind St. Louis’ $5 billion conventions and tourism industry, the official destination marketing organization of St. Louis City and County and operator of the America’s Center Convention Complex.