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Using a Spin on Cowboys as Heroes to get the Word Out about Rodeo

The California Rodeo Salinas balances tradition with updated technology and fresh ideas to promote the almost 105 year old event. For the past 8 years, the Rodeo has taken pride in developing advertising campaigns that have a unique spin on the western genre. There was the “There’s a little cowboy in all of us” campaign that featured a surfer with chaps on, ballerinas with boots on and other images as well as the “More” campaign that featured traditional rodeo images with bright colors and edgy captions such as “More Bucks than Your Bank Account” and “More Bull than a Political Debate” and now the Rodeo will publicize that “Our Heroes have always been Cowboys” with a distinctive use of comic book colors and styles to market the 2015 Rodeo.


During the 2014 event several photos were taken of cowboys, cowgirls and other Rodeo personnel wearing capes and masks to portray the super hero image. The first in what will become a series of ads features Bareback Rider and 2014 Champion Steven Peebles, who was born in Salinas, proudly showing off his prize buckle while wearing a red cape and mask. The ad is reminiscent of a comic book cover referencing “Cowboyman the Legend” and “The Battle for the Buckle.” This art will debut as an ad in the Wrangler National Finals Rodeo program in December. The campaign is designed to stand out in a cluttered marketplace and to attract potential new rodeo fans who may not notice a traditional rodeo ad with cowboys team roping or riding bulls. 

Posters, brochures and other elements for promoting the California Rodeo Salinas will start popping up as early as March of 2015. Become a fan of the Rodeo on Facebook, follow them on twitter, Instagram or YouTube to stay up to date on year-round activities and announcements. The Rodeo’s website,, is also updated regularly and will house dates and more event details as the Rodeo dates of July 16-19, 2015 near.



The California Rodeo Salinas will take place July 16-19, 2015. The California Rodeo Association is a not-for-profit organization that strives to preserve and promote the traditions of the California Rodeo Salinas and the West. We support the community and other non-profit organizations through the staging of the annual California Rodeo Salinas and other year round operations of the Salinas Sports Complex. Through donation of our facility, vending and fundraising opportunities during Rodeo and other events, the California Rodeo Association returns between $200,000 and $300,000 annually to local non-profits. For more information about the California Rodeo Salinas, log on to or call the California Rodeo Office at 831-775.3100. ‘Like’ the California Rodeo on Facebook at or follow us on twitter @CaliforniaRodeo for updates, photos and more.



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