National Media Brand Executes Localization And Personalization Strategies

Toronto agency Reason Partners is out with new work for The Weather Network. The four spots, Tofino, Calgary, Saskatoon and Winnipeg, feature the same voice over but different imagery and a unique resolution.

The Weather Network – Tofino from Reason Partners on Vimeo.

The Weather Network – Calgary from Reason Partners on Vimeo.

The Weather Network – Saskatoon from Reason Partners on Vimeo.

The Weather Network – Winnipeg from Reason Partners on Vimeo.

The spots are currently on air in western Canada and the agency is working on an online tool that allows users to upload their own video clip or still. The app will then edit the shot into the video and change the VO to personalize it, so it can be shared with friends and family.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.