“We wanted to be sure we struck the right note given the quality of life and the struggles of so many in the time of Covid,” said Dave McDonald, WPIX’s promotions manager.
WPIX, the Scripps CW affiliate in New York, has created a 2-minute plus Happy Holiday spot using the We Are New York’s Very Own anthem they started in 2018.
But while last year’s version was a real toe tapper, this year’s tone needed to reflect the times.
“We wanted to be sure we struck the right note given the quality of life and the struggles of so many in the time of Covid,” said Dave McDonald, WPIX’s promotions manager.
“Yet at the same time we hoped we could boost people’s spirits – even a little bit – during one of the saddest holiday seasons in memory.”
“We decided we had to do two things. First, we had to include messaging encouraging folks to social distance and wear masks. We recorded talent individually, and then composited them into groups during post. We also wanted to promote the support of charitable organizations that are our partners in helping kids and adults dealing with food insecurity.”
“The second issue we faced was finding the correct tone for the music. We wanted to have continuity with our previous productions, but there had to be a considerable amount of revision to the musical composition. Once again the folks at Warner Chappell Production Music rose to the occasion. With more reserved performances by MC Ali and Emma Converse, combined with a softer acoustic guitar driven melody accented with strings, they found the blend that strikes the perfect note for the promos. The spots will run into the new year on air and digitally.”
If you want to share your station’s Happy Holidays promos, from this year or any other, please send them to me at paul@newscheckmedia.com. YouTube, Vimeo or Facebook links preferred or a low-res file of the actual promo.
KLKN, Standard Media’s ABC affiliate in Lincoln, Nebraska (DMA 107), Nebraska’s Trusted News Source, is looking for a Topical Producer to join the Creative Services Department. The Creative Services Department at KLKN-TV is responsible for all creative assets and promotional elements involved in the marketing of the station. his includes but is not limited to station image, news promotion, topical production, and commercial production. Click here for more specifics and how to apply.
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