Missy Crawford, WNBC New York’s VP of marketing and creative services, says: “When you have the biggest investigative unit in New York, there’s a lot of great content to promote.” Note how each promo begins with an image message that announces WNBC’s investigative team as New York’s biggest, regardless of the diverse subject matter of […]
Missy Crawford, WNBC New York’s VP of marketing and creative services, says: “When you have the biggest investigative unit in New York, there’s a lot of great content to promote.”
Note how each promo begins with an image message that announces WNBC’s investigative team as New York’s biggest, regardless of the diverse subject matter of each investigation. The message here is two-fold: WNBC has the city’s biggest investigative unit and at this day and time, they’re investigating this story.
At the end of the May sweeps, some viewers will probably have tuned into watch the stories, but many more people will remember which station has the biggest investigative team.
“We try to promote stories that have a real impact on the lives of New Yorkers,” Crawford said. “Our I-Team stories also see results. The promo we produced on natural gas leaks prompted Con Edison to examine their policy about keeping these locations a secret — before the story even aired.”
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