HLN Pays Homage to Mary Tyler Moore in ‘On the Story with Erica Hill’ Promo

by Cate Lecuyer  |  10.12.2016

To promote its new show On the Story with Erica Hill, HLN launched a creative spot inspired by the opening to the The Mary Tyler Moore Show.

The channel is in the process of redefining its brand, and the show is part of a new lineup centered around highlighting successful journalists like Hill. HLN aimed to place the show in an urban context, while keeping Hill relatable as a sophisticated, successful professional who remains grounded by her family and suburban life.

“We immediately thought of Mary Tyler Moore’s character—a smart, professional newswoman in the city—as inspiration, but tabled the idea until a conversation with Erica herself,” HLN said in a statement. “She told us that every time she got off the train in Grand Central Station, she felt like Mary Tyler Moore and wished she had a hat to toss.”

CNN Creative Marketing worked with director Trish Govoni and BYO Productions to create a homage to the classic open. Footage includes modern shots to reflect Erica’s life, but remain close the originals.

“It’s a fun tribute that fits Erica’s personality and the personality of her show perfectly,” HLN said. “It doesn’t hurt that Erica looks a little like Mary as well.”


CNN Creative Marketing

CMO: Allison Gollust

Senior Vice President: Rick Lewchuk

Vice President: Whit Friese

Creative Director: Sean Houston

Account Director: Lara Hurst

Sr. Writer/Producer: Jeffrey Mielcarz

Sr. Graphic Designer: Jenny Specker

Sr. Director, Production: Dan Brown

Sr. Director, Design: Robert Poulton

Sr. Production Manager: Julie Bitton

BYO Productions

Director: Trish Govoni,

Executive Producer: Jordan Tarazi

Producer: Jennifer Lekuch

DP: Jake Miller

Editor: Andy Garland, CNN Image & Sound

Audio: JC Richardson, Cohere Media

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