KING launched a refined brand messaging campaign prior to the February sweeps period, reinforcing the mission of KING: finding the truth for all Northwest communities. “Our organization conducted brand workshops to find our strengths and truly define how we cover news and what we’re passionate about,” said Jay Yovanovich, KING’s marketing director.
In January, KING, Tegna’s NBC affiliate in Seattle, began an on-air branding campaign, Stand for Truth.
“We developed this campaign after refining our internal core values,” said Jay Yovanovich, KING’s marketing director.
“Our organization conducted brand workshops to find our strengths and truly define how we cover news and what we’re passionate about.”
KING grew ratings and audience share in nearly every newscast when compared to November 2018, according to a statement from the station.
“I’m exceptionally proud of our team and how we all pitched in to help our communities in February. Our mission is to help people and find the truth. We believe in our brand and it’s no surprise we’re seeing audience growth across platforms,” said Jim Rose, KING’s general manager.
More than 3.3 million visitors accessed king5.com or used the KING mobile app during the February sweeps period, with nearly 34-million page views.
KING has 977,000 Facebook fans and 651,000 followers on Twitter.
In addition, KING has the most Instagram and YouTube followers of any Seattle media company.
“We’re very excited at the possibility of this brand and the feedback has been tremendous so far,” said Yovanovich.
Click here to watch the entire Stand for Truth image campaign.
NOTE: As you can imagine, I get a lot of press releases about ratings performance.
And TVNewsCheck carries print sweeps performance stories from newspaper articles and other local media. So if you have a sweeps/ratings story to tell, I ask that stations try and put that performance into some kind of context.
Why did your station do well, do you think? What did your station do differently from a marketing and /or coverage point of view? Please provide marketing examples or relevant examples of actual news coverage.
This way, perhaps we can all gain a perspective.