Colby Effler & Partners today breaks its first image campaign for Los Angeles station KCOP-TV's UPN 13 News program.
The campaign, which has launched with print and outdoor ads throughout the Los Angeles area, promotes the program by featuring local and national news figures, including President Clinton.
"We needed a campaign that could not only get UPN 13 News noticed but also change prospective viewers' assumptions and expectations of the product," said Joan Goldfeder, vice president/management supervisor at the Santa Monica, Calif., shop.
The Clinton ad shows an image of the president at a microphone, with the headline "The Embattled Leader." Other ads explain the role various newsmakers, such as Los Angeles police chief Bernard Parks, play in TV viewers' lives. One even explains how Mother Nature is important.
All of the executions carry the tagline, "Just one character in the big show."
The campaign evolved from agency research that showed that TV news is seen as both informal and emotionally engaging. The campaign is slated to run for at least six weeks.
The launch was timed to coincide with the station's unveiling of its redesigned news set and graphics.
"With the new campaign and news room look, we hope viewers will understand our commitment to bringing them quality coverage of the people and events that affect their lives," said Rick Feldman, the station's president and general manager.
Colby Effler's other clients include California Pizza Kitchen, Beverly Center, American Suzuki Motor Corp., Kapalua Bay Hotel, California Avocado Commission and Quarterdeck Corp.