home pride | Adweek home pride | Adweek
Advertisement

home pride

Advertisement

Skating at the Frog Pond, jogging on Beacon Hill, sampling pastries in the North End … these activities and more are featured in a public-TV campaign to remind area residents of what a great place Boston is to live.

The campaign, titled, "It's Great to Be Here," was created by WLVI-TV (WB56) here and broke on the station's broadcast of Everybody Loves Raymond on Dec. 9. Three 60-second spots feature real residents—including celebrity chef Todd English—enjoying activities unique to the area, from shopping downtown to skiing at Wachusett Mountain.

The idea, according to the station, is to make WB56 stand out as a local station in a crowded market of competing cable, satellite and broadcast networks. Instilling a little civic pride doesn't hurt, either.

"Boston's a great place to live," said WB56 director of creative services Steve Ratner, who developed the campaign. "It's about time somebody celebrates that."

Ratner enlisted local photographer Carlos Bermudez and director Andy Deal to produce the ads; singer Todd Thibaud, with Handsome Brothers in Somerville, Mass., produced the musical score, also titled, "It's Great to Be Here."

The campaign will run through 2003.