Rochester station uplifts with custom song
Other references include the region’s natural resources and downtown area.
The song, meanwhile, plays over a variety of scenic shots as well as clips of people in the community.
Several of the scenes include the subjects making a heart symbol with their hands.
It’s worth noting that the campaign doesn’t include any station talent and only includes the logo at the very end — a strategic move meant to help build an emotional connection and pride in community.