In an industry where media buyers have a wide array of opportunity for their ad spend, from live sports to the latest prime-time programming or reality show, The Weather Channel faces a continuous challenge to distinguish itself and its programming.
Recognising its ability to help media brands present their offerings with unique and compelling experiences, The Weather Channel turned to Broadstreet to develop a communication strategy for its multi-city upfront presentations that indirectly showcased the weather, without making it the primary focus.
Broadstreet designed a presentation around a wine-tasting event. Hosted by a professional sommelier, “Wine and Weather,” treated media buyers to some of the most diverse and complex wines from around the world. In describing each of the wines, the sommelier emphasised the weather’s effect on the grape and the final product they tasted. As the relationship between wine and weather forged a powerful metaphor, The Weather Channel
team delivered crucial information their potential advertisers needed to make informed buying decisions.
The simple notion to blend weather and wine for the upfront created the perfect storm of opportunity for The Weather Channel to present itself in a way that was unexpected and fun, whilst serving as a catalyst for its potential advertisers to consider The Weather Channel from a new perspective. The result was an exceptional experience that informed and entertained the audience on multiple levels, and allowed The Weather Channel to negotiate more meaningful ad sales in the weeks that followed. 