WCCO Image Spot Eases Anchor Transition


With the help of its “Always” image campaign, WCCO Minneapolis successfully transitioned from retiring anchor Don Shelby to the new husband-wife team of Frank Vascellero and Amelia Santaniello. The campaign managed to remind viewers of the station’s long history and dominance in the market without suggesting it was “old and stodgy.” This is the first in a series profiling winners of PromaxBDA LocalAwards for excellence in TV station promos.