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KXAS-TV, the NBC-owned station serving the Dallas-Fort Worth metroplex, is one of the most iconic broadcast brands in Texas. With a legacy dating back to 1948 as the first television station in Texas, KXAS has long been a trusted voice in the community. However, as the region evolved into one of the fastest-growing and most diverse markets in the country, the station needed a fresh brand identity that could meet the moment — one that honored its history while forging a deeper, more emotional connection with modern viewers. That’s where The Wann Agency stepped in.
Our mission was clear: redefine KXAS’s voice to reflect the diversity, pride, and complexity of what it means to be Texan — not just in Dallas or Fort Worth, but across the entire North Texas region. Through in-depth audience research, community listening sessions, competitive brand audits, and newsroom interviews, we uncovered the common thread that tied the station, the people, and the stories together: connection. Texas isn’t just a place. It’s a shared identity. And NBC 5’s coverage helped foster that identity every day.
Out of that discovery came a simple but powerful phrase: “Texas Connects Us.” More than just a slogan, it became a rallying cry — internally and externally. It framed the station not as a top-down broadcaster, but as a connector. A translator. A unifier. It allowed KXAS to take ownership of a Texas-sized message that transcended geography, politics, or demographics. From El Paso to Plano, Amarillo to Arlington — Texans are connected by culture, community, and shared moments. This was a positioning that could grow with them.
This new brand platform allowed KXAS to differentiate itself in a competitive market saturated with noise and nationalized narratives. At a time when many stations were leaning into conflict, KXAS leaned into connection. This decision helped reposition the station in the hearts of viewers, rebuilding trust and local loyalty in an era of skepticism. More importantly, it gave every department — from marketing to news to community outreach — a single, powerful throughline to build upon.
Today, “Texas Connects Us” is more than a tagline. It’s printed on banners at community events, referenced in live broadcasts, and echoed by anchors and journalists. It lives in campaign spots, weather reports, and nightly newscasts. It’s not only how KXAS talks about its work — it’s how North Texans talk about KXAS. That’s the power of strategic branding done right.
NBC 5 needed a brand campaign that could do three things:
Reflect its deep local roots in both Dallas and Fort Worth
Differentiate the station from its market competitors
Unify viewers across a diverse and sprawling region—from urban Dallas to rural outposts
The brand had equity, but no emotional anchor. The slogan had to resonate across multiple counties, cultural identities, and generations.
KXAS had a long-standing reputation as a credible news source, but audience fragmentation, media skepticism, and fierce competition from both local and national outlets had diluted its brand clarity. The station needed to reestablish itself as essential—not just relevant, but deeply resonant. Internally, departments lacked a cohesive throughline. Creative direction, promotional language, and community engagement efforts often operated in silos. Externally, viewers increasingly turned to platforms that offered sensationalism, partisanship, or nationalized narratives, leaving local news with the burden of proving its value every single day.
There was also a geographic and emotional divide within the Dallas-Fort Worth market itself. The Metroplex spans dozens of cities and towns, each with their own identity. KXAS had to speak to all of them at once, without sounding generic or forced. On top of that, the station needed a brand position strong enough to power everything from news teases to event activations to community outreach—and one that would pass the authenticity test with both longtime viewers and new residents alike.
The Wann Agency developed the brand line “Texas Connects Us” after extensive creative exploration rooted in Texas identity, audience values, and station legacy. It delivered on every level:
Emotional connection: “Texas Connects Us” evokes pride, place, and shared belonging.
Flexibility: The message adapts across newscasts, promos, digital content, and community initiatives.
Longevity: The phrase isn’t tied to a fleeting campaign—it’s a brand platform with staying power.
The line was paired with refreshed campaign creative, voiceover language, and strategic community initiatives, helping KXAS show, not just tell, how it was living its brand.
KXAS had a long-standing reputation as a credible news source, but audience fragmentation, media skepticism, and fierce competition from both local and national outlets had diluted its brand clarity. The station needed to reestablish itself as essential—not just relevant, but deeply resonant. Internally, departments lacked a cohesive throughline. Creative direction, promotional language, and community engagement efforts often operated in silos. Externally, viewers increasingly turned to platforms that offered sensationalism, partisanship, or nationalized narratives, leaving local news with the burden of proving its value every single day.
There was also a geographic and emotional divide within the Dallas-Fort Worth market itself. The Metroplex spans dozens of cities and towns, each with their own identity. KXAS had to speak to all of them at once, without sounding generic or forced. On top of that, the station needed a brand position strong enough to power everything from news teases to event activations to community outreach—and one that would pass the authenticity test with both longtime viewers and new residents alike.
Since the launch of the “Texas Connects Us” platform:
Audience loyalty and community perception improved, as measured in local brand studies.
The station launched co-branded campaigns with food banks, first responders, and community leaders using the new slogan as a unifying message.
KXAS reinforced its position as the most authentically local broadcaster in the DFW market, building trust at a time when audiences craved clarity and connection.
Today, “Texas Connects Us” remains an enduring brand anchor for NBC 5—and a perfect example of how the right words, backed by the right strategy, can help a station own its place in the market.
The “Texas Connects Us” campaign quickly became more than just a slogan—it became part of the station’s DNA. Viewer recognition and brand favorability increased across all demos. Community engagement metrics improved, with stronger participation in station-led events and campaigns. Social media sentiment shifted positively, with viewers echoing the language and themes of the brand organically. Sales teams leveraged the new platform to attract local advertisers looking for meaningful affiliation with Texas values.
Inside the building, the shift was just as powerful. Team members embraced the brand as a reflection of their mission. News meetings, promo brainstorms, and editorial choices became more focused and aligned. “Texas Connects Us” helped reconnect the internal culture just as much as it resonated externally.
Most importantly, KXAS reclaimed its role as a vital, trusted connector for the people of North Texas. In a time when media distrust was at an all-time high, the station didn’t retreat. It leaned in with clarity, purpose, and a unifying voice—and the market responded. Thanks to a sharp strategy and an authentic creative vision, the station now stands taller, speaks clearer, and connects deeper than ever before.