During the November sweeps, to promote the special reports, WPEC wanted the promos to have a tone of authenticity. “The entire promos are taken from the anchor’s answers, sound-bites, and an announcer tag,” said Brent Struense, WPEC’s creative services director.
Brent Struense, the creative services director at WPEC, Sinclair’s CBS affiliate in West Palm Beach, Fla., said he wanted to try a different approach to his news promos.
“Let’s not talk at the viewer, let’s tell an emotional story through the promo. We believe these spots cut through the clutter and are authentic. We started this style following Dorian with our POB’s [proof of brand].”
Now during the November sweeps, to promote the special reports that news prepares in advance so that marketing will have the time to create a compelling and effective promo and the right amount of time to air it, Struense said he wanted the promos to have a tone of authenticity. So he asked his anchors to familiarize themselves with the special report, then interviewed them. Facebook fans urged WPEC on.
“We ask them to interject perspective into their responses. Answering a question regarding about the story of a 15-year old being dowsed with alcohol and set on fire by several friends, Anchor Liz Quirantes, responded: ‘Who does that…!?’ The entire promos are taken from the anchor’s answers, sound bites, and an announcer tag. The approach is not necessarily new or unique to us in the business, but old things can be new to the viewers.”
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