A $25,000 state tourism grant is helping create regional buzz around St. Joseph as the new training camp for the Kansas City Chiefs.

The live spots on the Chiefs Radio Network are aimed at changing perceptions about St. Joseph and creating the city as a fan destination ahead of the Chiefs’ training camp opening next summer.

The 15- and 30-second spots have aired during the Chiefs’ four preseason games and will continue on 14 other Chiefs games when the regular season opens Sept. 13.

The St. Joseph Convention & Visitors Bureau has paid for the spots through a $25,000 grant from the Missouri Department of Tourism. The one-time grant is available from the state to help cities market a new attraction.

In each paid spot, radio announcer Mitch Holthus informally incorporates St. Joseph into pre-game, play-by-play and post-game analysis on the Chiefs Radio Network, which broadcasts on 55 affiliate radio stations in seven Midwest states.

Mr. Holthus touts St. Joseph’s history, attractions and proximity to Kansas City as well as the soon-to-be Chiefs training grounds.

“The whole thing is so informal that it sounds like it’s part of their broadcast and not an ad,” said Marci Bennett, executive director of the St. Joseph visitors bureau.

Bureau employees briefed Mr. Holthus about St. Joseph before the spots started.

Ms. Bennett said using an announcer’s off-the-cuff approach in marketing the city disarms a commercial mistrust by audiences and makes the message more appealing to Chiefs fans.

A main goal for the marketing campaign is to increase St. Joseph’s visibility and stature in the immediate area, she said.

“Especially in the Kansas City region, where they think we are on the Iowa border and have 5,000 people in our community,” she said.

The marketing campaign also includes two community features on the preparation for the future Chiefs’ training camp, she said.

Ahmad Safi can be reached

at ahmadsafi@npgco.com.