It’s been tough for the city of Buffalo, N.Y. First, a city used to snow gets a crippling blizzard. Then, a member of the Buffalo Bills football team is carted off the field, and the game is canceled. “These were difficult stories, so we wanted to keep the tone optimistic, positive, a bit uplifting and community-centric,” says Dan Meyers, the marketing director at WGRZ.
It’s been tough for the city of Buffalo, N.Y. First, a city used to snow gets a crippling blizzard.
Then a member of the Buffalo Bills football team is carted off the field, and the game is canceled.
Dan Meyers, the marketing director at WGRZ, Tegna’s NBC affiliate, sent me some promos explaining what the station had in mind when they produced them.
I asked him about using a female announcer as I think her voice added so much to the tone of the spot.
He says her name is Roberta Solomon and she’s a long-time WGRZ announcer, one of two VO announcer options for the station.
Here’s what Myers says about the spots:
There are three proof of brand messages, but they’re not typical.
You won’t see any outward bragging about how we covered these big Buffalo / Western New York stories… there is no “first, best or only” language, because these promos are not just about us.
Instead they speak of community, and how we at WGRZ, the local ‘On Your Side’ station is embedded and connected to the fabric of the community.
In the first two promos (“Damar Hamlin together” and “Blizzard of 22 together”) we use words like “together” and “let’s” … and when do use the word “we,” it’s used to describe all of us.
In the third promo (Blizzard of 22 Thank you) we do talk a bit more of our coverage, but we really tip our hat to those in the community who helped us tell the stories from the Blizzard of 22. We thank the community for being “on our side.”
These were difficult stories for many reasons, so we wanted to keep the tone optimistic, positive, a bit uplifting and community-centric.
New Jobs Posted To TVNewsCheck
Comments (0)
Reader Interactions