‘Nightly’ gets ‘personal’ with new campaign

“NBC Nightly News” has begun airing a new image and branding campaign that centers around the phrase “It’s personal.”

The promos featured Brian Williams, filmed interview style, discussing a “feel good” story as some of the words he’s saying appear on screen as handwriting overlayed over video images. The promo ends with Williams saying the “it’s personal” tagline and, continuing the handwriting theme, video of a hand writing the slogan out on paper.

“Nightly News” has also updated its website to include the tagline.