“We write, perform and record our own songs,” says Cory McRae, the creative services director for WXII. “What more do you want from your creative team?”
Cory McRae, the creative services director for WXII, Hearst’s NBC affiliate in Winston-Salem, N.C., has a talented staff. They wrote, performed and recorded their own music image campaign.
McRae says his team attended a virtual marketing session about key strategies for TV promotion, and afterwards they set out to create an image campaign that would have a deeper connection to community and This Is Our Home was born.
Steve Jones, WXII’s senior promo producer, is also a musician and McRae says “knowing that audiences connect better when engaging more senses, I asked him if he could write a song for us. We wanted a song that was catchy, upbeat and in a genre that complemented the market.”
Jones engaged other local musicians to assist in the production and they all recorded the song at Earthtones Recording Studio in Greensboro in late January.
McRae says This Is Our Home, is going for a feeling of the positive togetherness of community.
“Now that recruiting is a main focus in most newsrooms, the timing of this launch helped with that as well,” McRae says. “Now we have a recruitment music video to use. We don’t have any current openings in the creative department, but if we did, [we can show that] we write, perform and record our own songs. What more do you want from your creative team?”
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