KING 5 News campaign strikes gold at Promax


by KING 5

Posted on June 10, 2011 at 7:28 PM

Updated Friday, Jun 10 at 7:32 PM

SEATTLE - KING 5 wins Gold for copywriting at the 2011 PromaxBDA Local Station Awards in Las Vegas, Nevada on June 9. PromaxBDA winners represent the most outstanding achievement in promotion, marketing and design work in local broadcast.

KING 5's Promise beat out TV stations across the country to win the top writing award in the video presentation / craft categories.

2011 PromaxBDA Local Station Award


"Promise is like nothing we've ever undertaken before. We wanted to go big and create a unique message that simply expressed our news coverage priorities," said Rick Swanson, Director of Marketing and Programming for KING, KONG, and NWCN.

"It was an ambitious project that required contributions from our entire staff. We're proud to receive this prestigious award and most of all pleased with the positive feedback we've received from our viewers."

Promise marked a revolutionary departure in KING 5's marketing approach on several levels. The campaign was written, produced, directed and edited exclusively by KING 5's team of in-house marketers. The final project was them conformed at a local post-production house.

Additionally, KING 5 invested in a new camera, the Canon 5D, to create the glossy black and white images unique to the campaign. Several key shots were color-treated with KING 5's signature yellow. The 5D is traditionally a DSLR camera used for still photography, but KING 5 was one of the first stations in the country to recognize its advantages and adapt the technology for this groundbreaking campaign.

This is the inaugural year for the PromaxBDA local station awards.

Promax formed in 1956 as a non-profit broadcast media association for promotion and marketing professionals. The Broadcast Design Association (BDA), who partnered with Promax for years on the annual conference, joined forces with Promax to create what is now known as PromaxBDA.

About Belo

KING 5 is part of Belo Corp (BLC) , one of the nation's largest pure-play, publicly-traded television companies that owns and operates 20 television stations (nine in top 25 markets) and their associated websites. Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV,  reach more than 14 percent of U.S. television households in 15 highly-attractive markets. Belo stations rank first or second in nearly all of their local markets. Additional information is available at