The Daily Brief Podcast: WPIX’s ‘New York’s Very Own’ Campaign | PromaxBDA Brief

The Daily Brief Podcast: WPIX’s ‘New York’s Very Own’ Campaign | PromaxBDA Brief

While love stories can be fleeting, Tribune’s WPIX New York pens a visual love letter to the city in the station’s “New York’s Very Own” campaign.

PromaxBDA Editorial Director Paige Albiniak takes us through the origin of the campaign with David Hyman, VP, marketing and creative services and Dave McDonald, writer and producer.

“In the case of New York, it’s really a reflection of the long-standing identity that PIX has had,” said Hyman regarding the overall branding vision.

RELATED: Tribune’s WPIX Fashions Love Letter to New York City

WPIX New York Reminds Viewers They’re ‘Beautiful’

The campaign is rooted in the neighborhood and highlights the diversity, strength and the power of coming together for a cause. Set to pop and rap music, “New Yorks Very Own” is an original song by Dave McDonald’s son M.C. Ali with vocals by Emma Kiara.

Tribune’s WPIX New York also paired Carole King’s classic song, “Beautiful,” with shots of both its news team and people in the city to create another 60-second feel-good promo.

Kiara sang the song and appeared in several shots, while morning-news anchors Betty Nguyen, Dan Mannarino (and his adorable dog), weatherman Byron Miranda and Marissa Torres mugged for the cameras.

“You’re as beautiful as you feel,” the sunshiny spot reminds us and closes out with the station’s tagline: “We’re New York’s very own.”

To hear McDonald and Hyman’s entire conversation with Albiniak, check out the latest episode of The Daily Brief Podcast:

Subscribe to The Daily Brief Podcast on Apple Podcasts, Google Play, Podomatic, Spotify or wherever you get podcasts for newsmaker interviews, in-depth conversations and creative insights, with new episodes delivered each week.