NBC Local Mines Web for ‘Golden’ Cities

Article Source: http://www.mediaweek.com

Article Link: http://www.mediaweek.com/mw/content_display/news/local-broadcast/e3i4c3f11f84ef6a0b19c5de1c0f40e5e8a

Article Author:  Katie Bachman

Article Date:  26-Jan-09

Related Link: http://www.nbcnewyork.com/around_town/debates/

The award, established in conjunction with New York creative agency, Mother New York, is part of NBC Local Media’s marketing strategy for its newly relaunched sites
Jan 26, 2009

-By Katy Bachman

NBC’s local TV station Web sites, recently relaunched in October as city sites, added Monday (Jan. 26) a new award to honor the best of what cities have to offer, from the best hot dog to the best dry cleaner.

Called the Golden Local, the award, established in conjunction with New York creative agency, Mother New York, is part of NBC Local Media’s marketing strategy for its newly relaunched sites.

In December, NBC Local Media kicked off the marketing of its new city sites in Chicago, Los Angeles and New York, by holding underground concerts featuring hip-hop artist Common.
Golden Local winners will be determined by debate among visitors to the city sites, who will also place votes for the best in their city.

“The Golden Locals are a great opportunity to create a community for ‘Social Capitalists,’ the group we’ve specifically targeted since the launch of our new city sites,” said Brian Buchwald, senior vp of NBC Local Integrated Media. “We think this is a fun and interactive approach in engaging locals and giving them the authority to decide on what’s hot in their city.”

To promote the Golden Local, NBC Local Media plans to launch an irreverent advertising campaign across its owned-and-operated stations and the Web sites.

Winners of the Golden Local will be awarded “human trophies” that can be prominently displayed outside the local establishment.

Article Link: http://www.mediaweek.com/mw/content_display/news/local-broadcast/e3i4c3f11f84ef6a0b19c5de1c0f40e5e8a

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