As I write this, it’s minus 3 degrees in Louisville, Ky., and they’re expecting significant accumulations of snow, sleet and ice tonight through Saturday. Folks, the eastern half of the country is freezing and snowy. It’s all most people are talking about. Schools are closed, water pipes are frozen, many are without power. Even Niagara […]
As I write this, it’s minus 3 degrees in Louisville, Ky., and they’re expecting significant accumulations of snow, sleet and ice tonight through Saturday.
Folks, the eastern half of the country is freezing and snowy. It’s all most people are talking about. Schools are closed, water pipes are frozen, many are without power. Even Niagara Falls froze.
And so it’s driving news coverage on most TV stations, like WAVE, Raycom’s Louisville NBC affiliate.
But after hours of non-stop coverage of the cold and snow, Rob Thomas, WAVE’s creative services director, had an idea to do a fun promo, according to Kris Ellison-Baete, WAVE’s promotion manager.
“The idea is everyone is dealing with this mess together, so let’s put a positive spin on it.”
This is what creative advertising does — changes people’s perspectives.
“I knew I wanted that positive spin to be centered around the words ‘it’s a beautiful day’,” said Ellison-Baete.
“I basically searched Killer Tracks for those keywords, and the first song I stumbled upon was perfect in every way. Our team collectively chose the best shots. It was easy — our news and weather team had so many shining moments.”
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