Your general manager and news director call you into the office and tell you they want a new weather spot. The spot must position your weathercaster as an expert. And it would be nice if you could mention her name a lot. And by the way, can you introduce a new catch phrase that viewers […]
Your general manager and news director call you into the office and tell you they want a new weather spot. The spot must position your weathercaster as an expert. And it would be nice if you could mention her name a lot. And by the way, can you introduce a new catch phrase that viewers around town will repeat over and over?
A new promo for WPVI, the ABC O&O in Philadelphia, does some serious heavy lifting, managing to accomplish all three marketing objectives in one spot.
And it does it all with a smile.
The promo is for WPVI’s weeknight meteorologist, Cecily Tynan. There’s no mention of a high-powered, live Doppler radar. There are no shots of a pensive Tynan looking over instruments in the weather center. Nothing about her almost 20-years of experience forecasting the weather for Action News.
Just a clever idea using a common expression that’s made fun, memorable and believable.
This from the station that coined the term, “There’s that news van again.”
So what’s the forecast? How should I know? Who do you think I am, Cecily Tynan?
https://www.youtube.com/watch?v=fqdDQmjm–U
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