'Real New Yorker' Promos Are The Real Deal

When it comes to promoting local news, you might say NY1 is more local than local. In fact, news about New York City is all you’ll find on the 24-hour Time Warner cable channel. Unlike the four broadcast network flagship stations plus two others that must target a broad range of content and geography, NY1’s mission is clear.

“Our focus is the five boroughs, and Connecticut ain’t one of them.” says NY1 VP of Creative Services Pat Obermeier. “We’re out to reinforce our position as New York City’s quintessential news channel.”

That was the impetus for Real New Yorker, a sharp-eyed series of promos that just won the PromaxBDA Local Gold Award for General Branding/Image.

The campaign captures fast-moving snapshots of daily life from the jaded but affectionate perspective of native New Yorkers. Scenarios depict such uniquely Manhattan moments as the certainty that cheap street vendor umbrellas will self-destruct in the rain and the ability to predict which subway car stops closest to the exit. How do you know? Because “you’re a real New Yorker. And you want real New York City news.”

In less than 20 years, NY1 has built a large loyal following (it’s one of the top reason customers reject competing services to stick with Time Warner cable). And NY1 has become the local news glimpsed most often in New York-based movies. In addition, NY1 is watched in NYC government offices including all police stations and City Hall. The Real New Yorker campaign is designed to build on that top-of-mind status.

“If you can substitute the name of another channel in there, the advertising isn’t right,” says Obermeier. “You’ve got to establish the right tone and attitude.” And that they did, with vignettes, music and witty voiceovers that coax a smile of recognition from native New Yorkers and even out-of-towners. “It’s as if we and the viewers are such good friends we can share these little references,” says Obermeier. “People love it that they’re in on the joke.”

Creative Services Executive Producer Alex Gonzales produced the spots mostly in-house. Obermeier also credits the initial strategy, and much of the writing to Wolf Doyle, the San Francisco-based ad agency that handles NY1’s print ads. The graphics were executed by CA Square, which recommended noted NYC photographer Joseph O. Holmes (treat yourself to his portfolio by clicking here).

Gonzales and Obermeier believe that the soundtrack projects the “attitude that makes a spot stand out.” That made veteran broadcast and film composer Peter Fish a natural choice to score the music.

To maintain that perfect New Yorker balance of pride and detachment, they chose voiceover artist Thom Kikot, says Obermeier, “because he could deliver that matter-of-fact read of our name at the end of the spot.”

To ensure equally authentic depictions of local residents, NY1 took a novel approach to casting: CA Square placed cryptic ads on Craig’s List. One ad targeted women who “look like you are going to work. The shoot will take place on the subway and platforms. This is for a television commercial and you will be seen on TV. No pay available, but can help with transportation.”

The photo shoots with Holmes were successful but laborious, especially when the copy specified rain or other demanding conditions. A few scripted scenes proved too vivid for comfort. The sight of hot dogs soaking in murky vendor cart water was “too gross to use on air.”

The Real New Yorker campaign debuted last November and inspired a flood of compliments from NY1 viewers. It’s also been expanded to print in the NY Mets Gameday programs. While image campaigns rarely impact ratings directly, the spots have already won some tangible acclaim from City Hall. One vignette teased that New Yorkers “know never to tell the cab driver where you’re going until you’re inside the cab.” (See the spot with this vignette here.) When Mayor Bloomberg’s office announced it would toughen up fines on drivers who refuse inconvenient fares two about two weeks after the campaign debuted, the mayor said: "I hate those commercials."

That in turn prompted a more personal testimonial when Pat Obermeier hailed a taxi to work. Recognizing her destination, the cabbie praised the campaign then quietly confided: “That thing about some drivers turning down rides? It’s true!”

Market Share/PromaxBDA Gold salutes the best on air promotion throughout North America, many of them winners of Local Awards from the PromaxBDA Station Summit in Las Vegas. Read other stories in the series here. Contributing Editor Arthur Greenwald, himself a veteran promotion manager, profiles these winning campaigns and the creative and strategic talent behind them. Want to suggest other future topic? Write to Arthur at arthur@greenwaldmedia.com.