Creative Direction + Design
NBC News / TODAY show “It’s a New Day” Meredith Vieira launch campaign
An iconic daily morning show and the first of its genre on American television, NBC’s TODAY show was getting a new co-host when Katie Couric ended her run after 15 years. This was an opportunity to photograph the cast in a fresh way while introducing Meredith as the newest member of the TODAY family.
The contact sheet design allowed for modular layouts using one main image or multiple photos as needed, as well as having a behind-the-scenes feel. This look was successfully carried through to ratings ads, the addition of a 4th hour, and special show segments for the next few years.
Wild postings in New York City with fun facts about each host show how Meredith fits right in.
Banners on the front of 30 Rockefeller Plaza welcome Meredith during her first week on the show.
Full-page ads in the NY Times, LA Times, Washington Post, Chicago Tribune and USA Today • Billboards in Times Square, Upper West Side, and West Side Highway • Wild postings in NYC • Studio 1A permanent window signage • 30 Rockefeller Plaza building banners • Rockefeller Center rink flags in TODAY logo colors • Posters in NBC Experience Store window • Internal corporate signage • T-shirts, hand fans and music download cards for fans on the Plaza • Hotel flyers • Coffee sleeves in Starbucks and Dunkin’ Donuts Rockefeller Plaza locations • airplane banner
