Before you watch this first spot, you need some history.
Its roots go all the way back to the 1980s when a concept promo called Home Movies was created for WPVI, ABC’s Philadelphia O&O.
The idea is that a family visits the Philadelphia area and shoots some home movies of their trip. Then they’re at home watching the movies when they notice that everywhere they went, a news van managed to work its way into the shot.
“It’s a great example of a simple, single idea that’s well-executed,” said Mike Davis, the man who originated the spot.
The holidays are behind us, a New Year is in front of us, and it’s time to get down to business. So I went searching to find the latest promos from TV stations across the country.
Let’s start with this very timely weather spot from WBZ, the CBS O&O in Boston, about how savage winter can be in New England. Keep in mind that Mt. Washington, N.H., the highest point east of the Mississippi, is one of the coldest spots on earth and recorded a wind chill of -97F the other day.
The annual PromaxBDA Station Summit in Las Vegas was last week and the winners of the local awards — gold, silver and bronze — were announced and shown.
All this week, I’ll be posting the award-winning spots.
If your station won an award and you’d like to share the spot along with some commentary about the marketing strategy, production, challenges, or any results that it might have achieved, just drop me a line.
Click here to see the list of all the various winners.
General Brading Image: News Station-Large Market Weather Image
KNBC, Los Angeles
General Brading Image: News Station-Medium Market Everything Boston Legacy
General Brading Image: News Station-Large Market We Stand For You, Poetry Image
It’s not every day that a new television station, especially a network O&O launches in a major market.
But that’s exactly what happened on Jan. 1 when WBTS, the new NBC-owned outlet in Boston launched, replacing long-time affiliate, Sunbeam Television’s WHDH.
Along with the affiliation switch comes a new news operation in the market, another competitor to those that have existed for many years in Boston, another competitor sure to siphon off some news viewers from all the stations, even if one’s been on the air since 1948.
So how should one of those stations counter the newcomer before it has a chance to get off the ground?
CBS-owned WBZ decided “it would be a great time to emphasize our consistency and stability and showcase our station’s incredible legacy as New England’s first TV station,” wrote Sean Barnacoat, WBZ’s promotion manager.
“The spots have already generated a great response from viewers,” said Barnacoat. “We’ve received a number of positive tweets and emails and people have shared them on social media.” Here’s one:
CBS O&O WBZ Boston’s new station image campaign, Everything, promotes everything the station has to offer viewers — network news and entertainment, syndicated programming, game shows, NFL football, comedy, dramas, local news, weather, traffic and investigations.
The campaign oozes with attitude, helped by a sassy voice-over announcer and colorful animated graphics, all tied together by unpredictable, creative editing.
“It started with the premise that our station, WBZ, has more viewers who welcome WBZ into their homes than any other,” said Peter Masucci, the station’s creative services director.
Masucci goes on to list some of the programming on WBZ that makes it Boston’s most-watched station: CBS programming, Wheel of Fortune and Jeopardy, 60 Minutes and New England Patriots football.
“We have something for everyone and that’s really kind of where we started looking at it,” said Masucci.
“How can we package and showcase all these different shows and products and content that really resonates with viewers for a variety of different reasons?”
Millions of Americans watch local TV news, according to the ratings. Yet, we rarely see or hear from them in local TV news marketing.
It’s ironic because viewers do weigh in often on local TV news coverage. They comment via Facebook or Twitter. They email and call.
In my opinion, it’s a missed opportunity.
(By the way, how easy is it for people to call your station? Imagine a caller sees a breaking news story while driving and googles, “call WXXX’s newsroom.” Will they see a newsroom phone number they can click on right away to call?)
Regular readers of this column know that I’m a big fan of viewer testimonials as a marketing and advertising technique. I’m also a fan of hearing from the people inside the newsroom as well.