Action 3 News Breaking News Billboards
Shortly after KMTV was purchased by Journal Broadcasting, substantial changes were made. Not only were the elements like the logo and graphics package changed, but the very name of the news product was changed to Action 3 News.
Along with the change of name, Action 3 News also wanted to become known for their breaking news coverage. The station’s tagline became “Action 3 News: Breaking News. First Warning Weather.” Having already created billboards to reinforce “First Warning Weather,” Christian was tasked with creating a billboard campaign showcasing “Breaking News.” The concept behind the campaign was to show breaking news situations and to somehow convey Action 3 News breaking in. Christian and the station’s marketing director then came up with the idea of making it appear that the Action 3 News logo was actually breaking through the billboard. The campaign came together quite well from there, with many people telling Christian that they initially thought the boards were actually three dimensional.