I got a note from Bob Kim, marketing director at Tegna’s WFMY Greensboro, N.C., about a new campaign the CBS affiliate launched called Homecoming, and I took a quick look at the 30-second spot he attached. It gave me goosebumps. Kim was announced as the marketing director for WFMY in August and was the subject […]
I got a note from Bob Kim, marketing director at Tegna’s WFMY Greensboro, N.C., about a new campaign the CBS affiliate launched called Homecoming, and I took a quick look at the 30-second spot he attached.
It gave me goosebumps.
Homecoming is a multimedia campaign that welcomes back Sandra Hughes to the anchor desk at WFMY after she had retired in 2010 to be an adjunct professor of Journalism at North Carolina A&T University.
“It isn’t often,” wrote Kim, “that a news station has the opportunity to welcome back a living legend — a person who is synonymous with our station’s heritage and is loved by our community. Sandra Hughes is that person.”
Hughes, widely recognized for being one of the first African American women to enter broadcast journalism in North Carolina, started her career in the 1970s amidst much public criticism and intolerance. But that didn’t stop her from going on to a distinguished career.
Hughes has an Edward R. Murrow Award for news reporting. She was inducted into The National Academy of Television Art & Sciences Silver Circle and the North Carolina Association of Broadcasters Hall of Fame.
The campaign the station developed to announce Hughes’ homecoming was created in secrecy.
“We wanted to keep the news a secret until the very last minute to ensure that the anticipation would build. So, we discreetly shot the promotional spots away from the station and staff.”
Hughes returned to WFMY on Nov. 7 to co-anchor the 6 p.m. news with Julie Luck.
The spot was shot and edited by WFMY marketing producer Christ Allight. The music cut was from Killer Tracks.
“The response from the public has been warm and welcoming, as we anticipated it would be.”