Weather Channel Celebrates Storm Heroes Via Campaign
The Weather Channel is paying homage to everyday heroes who it showcased helping people caught in extraordinary weather experiences and invites viewers to choose their favorite story online.
The Web site, Weather.com, contains a synopsis of each agency or organization nominated by the network and their rescue mission. Those nominated represent some of the best weather-related rescue stories, said Paul Greenberg, director of consumer marketing for The Weather Channel. The nominee, which earns the most votes will receive an award.
The 24-hour weather channel chose 10 nominees from across the country as candidates for its first Heroes of the Storm Award. The nominees, which range from police and fire departments to the U.S. Coast Guard, were selected for their heroism, rescuing people from dangerous weather situations.
The nominees include the New Haven, CT, Fire Department, two separate entries from the Elizabeth City, NC, U.S. Coast Guard unit, the Las Vegas, NV, Metropolitan Police Department, the Baltimore, MD, City Fire Department, the Pflugerville, TX, Fire Department, Astoria, WA, U.S. Coast Guard, St. Mary’s Hospital and Medical Center Care Flight from Grand Junction, CO, Grand Forks, ND, Fire Department and members of the Crater Lake National Park Service and Volunteer Ski Patrol from Crater Lake National Park, OR.
The winner will be recognized with all of the nominees at a live televised event broadcast from Washington, DC, at 9 p.m. ET on April 21. The Weather Channel meteorologists Jim Cantore and Alexandra Steele will emcee the event. The consumer option to choose their favorite story ends at noon April 20.
“It’s all about honoring these everyday heroes who aren’t always recognized by the public and creating an interactive component for our consumers,” Greenberg said.
The Internet component also features an interactive game The Rescue, which simulates rescue scenarios with an animated helicopter. In addition, the Web site includes an online store to purchase “heroes” merchandise and links to video clips and safety content.
The campaign was designed to boost viewership of the Storm Stories program, which airs every night at 8 and 8:30 p.m. ET on The Weather Channel. The network is re-airing nominees’ stories as part of Heroes of the Storm, a 10-part program, this week from 8 to 9 p.m. ET.
To build buzz around its Heroes of the Storm program, The Weather Channel conducted a guerilla marketing campaign in New York City on April 7 and 8 and April 11 and 12. Street teams decked in The Weather Channel-branded superhero clothing visited select firehouses and a Coast Guard unit to deliver “hero” sandwiches.
This week, street teams performed various acts of heroism on the streets of New York, which included hailing cabs and opening car doors, Greenberg said. In addition, teams distributed The Weather Channel survival guides, which included a subway map, weather safety tips and emergency phone numbers, he said.
Outdoor advertising, Internet materials, print ads and TV spots support. Interference, Inc. of New York handled the guerrilla marketing initiatives.
