How Minneapolis TV station used ads to handle anchor change

07/5/2011 | TVNewsCheck (free registration)

An award-winning ad campaign for the new anchor team at Minneapolis' WCCO-TV is being credited for helping the top-rated station increase its lead over rivals. The station created a two-part campaign to herald the naming of Frank Vascellaro to replace veteran Don Shelby. The first part emphasized the station's strong reputation, while the second phase is built around interview clips with the top newscasters, who include Vascellaro's wife and co-anchor, Amelia Santaniello.

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