Here’s some quotes about NBC 10 WJAR from research projects: “A warm blanket.” “Reminds me of being at my grandparents’ house, in a good way.” “The station my whole family watches.”

A brand with such deep roots into the community needs nurturing. Keeping those good feeling rolling, while making sure the product- and image- are fresh and contemporary.

Working with Stephen Arnold Music, we developed a custom version of their “This Is The Place” campaign. Not only changing some lyrics, but also reworking the music to match the tastes of Rhode Island and the South Coast of Massachusetts.

Then we made sure the imagery reflects the people of our community, weaving NBC 10 into a spot about our viewers. The news imagery stays affirmative and contemporary. Making sure you know this beloved brand loves the viewer and is not a stodgy old blanket from Granny’s sofa.

ADDITIONAL CREDITS:

Producer/Editor/Videography: Gary Thomason

Videography: Paul Medeiros

Videography: Mike Mulvey