KAKE’s campaign, succinctly titled Trust, seeks to answer one prevailing question: Why should the public trust local news?
KAKE, Lockwood Broadcasting’s ABC affiliate in Wichita, Kan., turns back the hands of time 65 years in a new station promo to remind viewers of its promise to always be On Your Side.
Using nostalgia in marketing is the advertising equivalent of comfort food, and can transport us back to a simpler time that urges us to focus on the things we already know are great, according to a HubSpot blog from 2020.
The article also says that a study published in the Journal of Consumer Research found that nostalgic feelings made participants more willing to spend money on consumer goods and services.
Question is, will it drive viewers to watch more KAKE news?
KAKE’s campaign, succinctly titled Trust, seeks to answer one prevailing question: Why should the public trust local news?
“Local journalism is invested in the community it serves,” says Aaron Lair, KAKE’s creative services director. “Its reporters have skin in the game — their kids attend school in the community. They pay taxes, attend churches and buy groceries from the supermarket down the street.”
Lair says KAKE’s “standing in the market varies by daypart. We are a competitive second place on weekday mornings, a landslide first on weekend mornings, and a close third on weekday evenings.”
The announcer is Tim White, chosen from a voice-over service the station uses.
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