Here’s a spot from Darcy Stapleford, senior news promotion producer for KSTU, the Scripps Fox affiliate in Salt Lake City. “Our anchor, Kelly Chapman, suggested we shoot our holiday promo at a light display this year,” Stapleford says. “I began to think how colorful lights on long, dark, winter nights is a good comparison to finding love, hope and inspiration during the dark days of the COVID-19 Pandemic.”
It’s that time of year when many TV stations are airing their holiday greetings campaigns.
So far, 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.
And how 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.
There’s still time to submit your station’s Happy Holiday messages this week and next, so send them to me at paul@newscheckmedia.com.
Here’s a spot from Darcy Stapleford, senior news promotion producer for KSTU, the Scripps Fox affiliate in Salt Lake City.
“Our anchor, Kelly Chapman, suggested we shoot our holiday promo at a light display this year,” Stapleford says. “I began to think how colorful lights on long, dark, winter nights is a good comparison to finding love, hope and inspiration during the dark days of the COVID-19 Pandemic. I think many people have done some soul-searching during the pandemic and have discovered meaning in different parts of their lives.”
“I tried to capture the feeling of floating in lights with no clear path around you, and finally finding another person to bring you back down to earth,” Stapleford says. “During the group shot near the end of the spot, Santa actually surprised us. It created such a happy, light, and genuine mood for our group.”
In addition, I searched the Market Share archives for past stories and examples of holiday campaigns and spots.
Here’s a holiday spot from a 2014 column.
Thanks to John Kukla, creative services director at KDFW, the Fox O&O in Dallas, for sending along an example from his station’s holiday campaign.
“Enjoying all the holiday spots — thanks for shining a light on our side of the business all year long — thought you’d enjoy seeing our contribution,” said Kukla. “We took our Good Day team out caroling. We ended up with 17 different spots and this 60-second compilation. Enjoy and Merry Christmas!”
And here’s a spot from 2020, which needed to reflect the times we were living in then, and apparently now.
Done by WPIX, New York’s CW affiliate owned by Mission and operated by Nexstar,
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