WJXX and WTLV, Tegna’s ABC and NBC affiliates in Jacksonville, created a 60-second spot that captured the “sense of family and joy in a sincere way, like from our family to yours through iconic imagery,” says Kristen Joyal, WJXX/WTLV’s marketing director.
It’s that time of year when many TV stations are planning their holiday greetings campaigns. Last week, I shared the story of how WAAY in Huntsville, Ala., united 1,400 choir students, and Lee Greenwood, in recording the song, Let There Be Peace on Earth.
So send me your station’s Happy Holiday messages all this month, [email protected].
In addition, I searched the Market Share archives for past stories and examples of holiday campaigns and spots and will be sharing some of those along with your examples.
WJXX and WTLV, branded as First Coast News, Tegna’s ABC and NBC affiliates in Jacksonville, Fla., created a 60-second spot that captured the “sense of family and joy in a sincere way, like from our family to yours through iconic imagery,” says Kristen Joyal, WJXX-WTLV’s marketing director.
Joyal says the idea started with a brainstorming session with Paul Bulluck, WJXX-WTLV’s creative manager.
“He essentially story-boarded a mini holiday movie,” Joyal says. “And it was all hands on-deck in the marketing department to pull this promo shoot off without a hitch. Producers Natalie Thurlow and Taylor Kravtin helped stage three cameras, boom mic and more.”
Joyal and her creative department has envisioned a traditional holiday dinner with all the fixings and decorations, so that called for4 some planning.
“We approached First Coast News On Your Side anchor Jeannie Blaylock,” Joyal says. “She graciously opened the doors of her home to all 16 of us, and some family members. And that’s where the fun began.”
Food was provided by a local Publix and included an 18-pound turkey dinner, large ham, traditional side dishes, pies, holiday cookie tray and sparkling grape juice.
And Joyal has a vision of the table looking like something from out of a Pottery Barn magazine.
So she called a local Pottery Barn, which sent some “stylists willing to help pull the look together with items from their store and to assist in cooking and plating the food.”
“It truly felt like a family gathering where we all enjoyed one another’s company,” Joyal says. “Every person who sat around that dinner table personally thanked us for being able to take part in something that was truly memorable.”
The promo started airing on Thanksgiving Day and will continue to run until New Year’s Day. It’s gaining notice from viewers.
“Just wanted to say I LOVE your holiday wishes advertisement with the First Coast News personalities having a Christmas Dinner together! It says what an awesome family of team members you all are. Thank you for being an important part of our day. Merry Christmas to each of you and your families.”
NOTE: Here’s a Happy Holidays promo from the 2014 Market Share archives. Happy Holidays from WGN, where sometimes the best memories are the ones you make every day. The spot was shot on a Nikon R10 Super8.
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