THE MINUTE YOU’RE UP
Today In New York begins at 4:30 am every weekday morning and goes until The Today Show takes over at 7am. For those two and a half hours, WNBC constantly updates its audience on breaking news, weather and traffic. So no matter what time a viewer tunes in, they get their questions answered fast. Our assignment? Come up with a quick, memorable way to say just that. And a campaign to take ownership of it. We did both.
One mark of a successful campaign is ratings. Another is when stations across the country demand to use it. And to date, that’s just what happened – from New York to DC to Chicago to Dallas to San Diego.