“Too often, we are promoting our technology and not our people,” said Danielle Ray, the creative services director at WDAF. “Every station has great technology, but our people set us apart and how they tell the ‘weather story’ is different. That was our inspiration for these promos.”
Research says the No. 1 reason viewers watch local TV is the weather forecast. It’s hard to be the highest-rated news operation in town if you’re not the top choice for weather.
So TV stations tend to promote their weather departments extensively. But in so doing, they all start to look the same.
Danielle Ray, the creative services director at WDAF, Tribune’s Fox affiliate in Kansas City, and her staff, have created some weather promos that are different.
“Too often, we are promoting our technology and not our people. Every station has great technology, but our people set us apart and how they tell the ‘weather story’ is different. That was our inspiration for this promo. The idea started from a visual concept. Our promotions manager, Dan Horner, did a beautiful job shooting and editing these spots. He had a vision and it turned out amazing.”
“The struggle always comes back to creating something your viewer hasn’t seen before, while staying true to your brand,” said Dan Horner, WDAF’s promotion manager.
“Writing around our talent, and what makes them unique, is one way we keep our creative fresh.”
“We paired Dan’s mini-campaign with a bigger spring weather image as well,” said Ray.
“This spot has a POP feel and focuses more on showing the viewer why to watch FOX4 when storms are headed our way instead of just telling them. This spot was shot and edited by Taylor Mefford, new to TV and creative services, he joined our team in August of last year. He’s a bright young talent in the industry and we’re loving seeing him grow with big projects like this.”
“I loved the opportunity to shoot with some of our best gear to get some challenging shots as well as shoot our awesome set in ways viewers may not normally get to see it,” said Taylor Mefford, WDAF promotions producer.
“It’s great to have such a versatile and beautifully lit space to work in.”
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