WXIX in Cincinnati has some new promos for its morning news that are upbeat and entertaining enough to watch over and over. What if watching the morning news helped you have a perfect day?
What if your perfect day started by watching the morning news on WXIX, Gray’s Cincinnati Fox affiliate? Branded as Fox19 Now, WXIX’s morning news airs from 4:30 a.m. until noon.
It’s an interesting concept that has a lot of legs if you let your imagination go wild.
A news story about an event that would be perfect for the whole family.
A traffic report that promises no traffic might give you a little more of that precious commodity you need in the morning — time.
And the weather forecast for the day says you need some me-time with your best buddy.
The music is not custom, but a tune from the Universal Production Music library, says Jeff Paulus, WXIX’s marketing director: “It has a little bit of a 60s soul-urban-feel vibe, real positive and upbeat with a real catchy hook.”
The catchy tune and Havilland Maxwell’s voice-over combine to make these two promos upbeat and entertaining enough to watch over and over.
Paulus says Maxwell has a dynamic female voice that comes off very conversational.
He says a custom music package done several years ago from Stephen Arnold Music titled “Everywhere I Go” was very well received and they wanted to piggyback on that with this new music campaign.
“I just really liked the tone of everything with this Universal music cut,” Paulus says. “I could tell a little bit of a story, the fact that we are on from 4:30 a.m. to noon, and we have the biggest news team in town.”
The morning news in Cincinnati is very competitive, with stations separated by just a tenth of a rating point in some hours, he says.
This campaign is about branding Fox 19’s morning news as “we are with you all morning long,” Paulus says. “No matter what time you get up in the morning, we have got you covered helping you get ready for the day. You are going to have a perfect day watching our news.”
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