WVTM, Hearst’s NBC affiliate serving Birmingham, Alabama, lately started utilizing the “Stay. Native. Late Breaking” branding and launched picture campaign-style promos that introduce the idea and what it means for viewers.
Typically known as “LLL” or “Triple L,” “Stay. Native. Late Breaking” takes benefit of a mixture of alliteration and growing syllables to create a catchy sequence of phrases that usually describe the important thing targets of native information.
The marketing campaign contains a complete of 4 spots, two of that are spotlighted right here.
In a single spot, WVTM, which manufacturers as WVTM 13 Information on air, the station introduces the tagline by first mentioning its climate staff of “skilled meteorologists” and the way they provide “reside” protection that “prepares” and “protects” viewers.
The “native” angle is launched by specializing in what the station labels as “native journalists reporting the information first.”
For “late breaking,” the station switches gears to drive house its breaking information protection, promising to get groups on the scene to maintain viewers “within the know.”
“These are your tales. That is our dedication. We’re WVTM 13 Information. Stay. Native. Late Breaking,” the announcer concludes because the station emblem and tagline seems prominently on the display.
The second promo within the marketing campaign begins by specializing in the native neighborhoods the station companies and its dedication to “telling your tales” earlier than the announcer proclaims the WVTM as “your selection for reside, native, late-breaking protection” earlier than then working by way of the assorted dayparts the station presents information.
“The aim of this promo was to extra aggressively stress the that means of Stay. Native. Late Breaking protection whereas showcasing how the model is being executed throughout all of our dayparts,” mentioned Justin Johnson, the station’s inventive companies director who oversaw the creation of the promos. “We actually needed to spotlight the faces that our viewers might be seeing all through the day in each newscast to additional fortify a connection to the viewers and reinforce recognition of expertise. That is considered one of my favourite spots that we’ve produced this 12 months.”
There’s a fast reference to breaking information and climate “that impacts you” and the way it retains viewers “linked,” “protected” and “knowledgeable.”
“Your trusted supply for reside, native, late-breaking protection,” the announcer says once more, driving house the brand new tagline.
Each promos function a mixture of footage of expertise on-set and within the area, in addition to showcasing the station’s fleet of stories autos and equipment. There are additionally pictures of individuals viewing simulated WVTM content material on a wide range of gadgets, serving to emphasize its digital and on-air choices.
There are additionally a number of pictures of a hand thrusting a mic with WVTM flag on it, creating a component of consistency all through the marketing campaign.
WVTM has been planning to rebrand below “LLL” for months now, an effort lead by Normal Supervisor Susana Schuler, Information Director Baylor Lengthy and Johnson.
The objective is to bridge the hole between how the station companies its viewers in the present day and the way it plans to proceed to serve it into the longer term.
“I couldn’t be prouder of the work we’ve produced as a staff,” mentioned Johnson.
“Stay. Native. Late Breaking.” has been a preferred information branding tagline for many years. In response to authorities information, it was as soon as a registered trademark of Raycom Media, however that registration has since lapsed.
It was typically leveraged to emphasise a station’s means to go reside from the scene of stories again within the days when microwave and different take away newsgathering autos have been extra of a helpful commodity, particularly in smaller markets.
Choose different stations within the Hearst Tv group has used the tagline over time. The Hearst TV Information Music Package deal used at most of its stations prior to now had a “Stay. Native. Late Breaking” various signature that featured a sequence of notes that matched the syllabication of the tagline (together with variations akin to “The place the Information Comes First” and “Protection You Can Depend On” for when stations used different slogans or needed a unique variation).
It’s additionally not unusual to see slight variations within the phrases used, akin to flipping “reside” and “native” to presumably put extra of an emphasis on native protection give that producing reside tv today isn’t essentially spectacular because of bonded mobile and shopper grade video calling changing into mainstream. Some stations have additionally traded out one phrases for one thing akin to “Investigative,” which ruins the alliteration but additionally emphasizes that unit.