Plus, Movers And Shakers, promo spots from Dallas, New York, Philly and Universal Resorts, and TV’s still the 10,000-pound gorilla when it comes to advertising.
MARKET SHARE BY PAUL GREELEY
WNCN Returns To Calls, Empowers ‘Smarter’
In early 2013, WNCN, the Media General, NBC affiliate in Raleigh-Fayetteville-Durham, N.C. (DMA 24), began a brand evolution back to its call letters from NBC17.
Robby Thomas, WNCN’s creative services director, says the move was “digitally motivated as we saw enormous multiplatform potential for WNCN.com. The channel number had become irrelevant. Most of what viewers see is local, so this was more about the overall brand of WNCN.”
With the new branding came a new station mission: We are community champions who empower smarter thinking.
The “smarter” taps into the fact that the market sits in the heart of the North Carolina Research Triangle, home to one of the highest concentrations of Ph.D.s in the world.
The Smarter campaign began airing in May 2013. Since then, WNCN’s newscasts have shown steady ratings and share growth, according to Thomas.
In addition, WNCN.com usage has increased four times in one year from February 2013 to February 2014.
BRAND CONNECTIONS
WNCN, Smarter is Change:
Thomas says the station used a different announcer for the campaign because he wanted “the tone and feel to be more matter-of-fact. We wanted it to be a departure from what we normally did.”
WNCN, Smarter Rises to a Challenge:
All of the images were shot in-house, and each of the three spots was shot in different towns — Raleigh, Fayetteville and Durham.
WNCN, Smarter is Prepared:
The music cuts all came from the First Com production music library as Thomas says he wanted each spot to have “its own music, its own theme.”
WCNC, Smarter Connects the Dots:
Thomas says, “the campaign has forced all of us to think about our content, to ask ourselves what is a smarter newscast?”
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HOME TOWN BOY MAKES GOOD
Frank Gari, founder and CEO of Gari Media Group, is featured this week on “This American Life,” a popular radio show distributed by Public Radio International,
The theme of the show is “There is No Place like Home.”
The show producers said the vocal image songs that Gari creates for TV stations made a long-lasting, emotional connection about how people feel about their ‘home town’.
“It’s hard to believe we’ve been producing these most amazing community campaigns for over 40 years now”, says Frank Gari. “It was so much fun…to talk about the importance of these campaigns even today with our new smash hit ‘This Is Home’ that is airing on about 50 stations right now including all of the Gannett stations.”
“This American Life” is produced by Chicago Public Media and airs on more than 500 public radio stations across the country.
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MOVERS AND SHAKERS
A Move Within: Kristie Gonzales is the new promotion and digital brand manager at WABC New York. She is no stranger to the ABC O&O family as she has experience working at WPVI in Philly, KSFN in Fresno, Calif., and most recently at WTVD in Raleigh-Durham.
A Move South? The LIN Media CBS affil in Birmingham, Ala.,WIAT, is looking for a creative services director.
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PROMOTION PERSPECTIVE
A new morning news spot from Texas where boots have many meanings.
WXAS, NBC 5 Dallas: https://www.youtube.com/watch?v=c0ErzQ6zT7I&feature=youtu.be
This is what it looks like here and this is how we feel about it.
WPVI, 6abc, Philadelphia: http://www.youtube.com/watch?v=1XhlyxKFiWQ
No copy but the pictures tell the story just fine.
Universal Orlando Resorts: https://www.youtube.com/watch?v=sjaBw-DPyi8&list=UUDRGw63tTWIu61Qo-jRilVA&feature=c4-overview
Check out this new spoof promo by TMZ, the syndicated entertainment gossip program, about WNYW’s Good Day New York, the irreverent morning news program on the Fox O&O in New York.
WNYW Good Day New York promo:
Seems the idea was cooked up between Byron Harmon, the new VP-news director at Fox and Harvey Levin, host of TMZ, and put on the air in a day and a half. “The spot demonstrates the synergy between Fox brands,” said Harmon.
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THE LIBRARY
TV Remains the 10,000-Pound Gorilla In Advertising: http://pando.com/2014/03/03/tv-remains-the-10000-pound-gorilla-in-the-advertising-market/
How Between Two Ferns Booked President Obama: http://www.c2meworld.com/creation/how-between-two-ferns-booked-president-obama/
TV Ahead Of Mobile Viewing: http://www.mediapost.com/publications/article/221066/traditional-tv-viewing-still-way-ahead-of-internet.html
Market Share by Paul Greeley is all about marketing and promotion at TV stations and appears every Monday. Greeley has more than 20 years of experience in local TV marketing. He’s been a writer, producer, editor, creative services director and VP of marketing for a top-20 broadcast company and has experience in markets large and small. Read other Market Share columns here. If you have some ideas or stories you want to share, please let him know. You can reach Greeley at [email protected] or at 817-578-6324.
Comments (1)
Nicole Nourafshan says:
March 24, 2014 at 5:54 am
I love the way the connection was done and shown the event in various channels.
All star high