A new year started with a fresh look.
A once in a lifetime opportunity landed in my lap in 2017. NBC changed their affiliation in neighboring Boston, dropping longtime affiliate WHDH to start their own station from scratch, WBTS. This created opportunity for WJAR in the Providence/New Bedford market.
For years Providence TV stations had to compete with Boston stations on cable in 1/3 of the DMA. But the affiliate change left WJAR the only NBC in the entire DMA, an advantage our competition doesn’t have. This brought new viewers to WJAR as we became their only source for NBC programming. On top of this, NBC started a multi-million dollar marketing campaign in Boston focused on the NBC peacock and WBTS’s cable channel 10. Starting around Thanksgiving 2016 the NBC peacock was all over the Boston market in a promotional blitz so large it spilled into the Providence DMA.
Not content to let the events pass without taking action, I began the process of increasing my station’s brand attachment to NBC. The goal is to hold the new NBC viewers, “come for the Today Show, stay for NBC 10 News.”
One element to this ongoing effort was redesigning the brand tags and short promos for our syndicated programming. The reel below demonstrates this peacock-based look designed to help turn WBTS NBC Boston marketing impressions into WJAR NBC 10 impressions.
I designed and created these in Adobe After Effects CC.