From Local Leader to National Powerhouse | Gray Media’s Growth Unveiled

The Ask

Gray Television, the largest owner of top-rated local television stations and digital assets in the U.S., approached Lucie Content with a unique challenge. As a rapidly growing industry leader headquartered in Atlanta, Gray sought a non-traditional marketing partner with the expertise and agility to work closely alongside their CEO. Their goal was to craft and share the compelling story of Gray’s expansion in the television and entertainment sectors. They needed an agency deeply familiar with the television industry and capable of leveraging media relationships in Atlanta and nationwide to elevate Gray’s brand and establish it as a household name.

The Strategy

Lucie Content developed a tailored approach to meet Gray Television’s ambitious objectives. By leveraging its in-depth understanding of the television industry, Lucie positioned Gray’s growth narrative as a central theme. The strategy included: Executive Collaboration: Working directly with Gray’s CEO to shape messaging and ensure alignment with the company’s vision and goals. Storytelling Excellence: Crafting a compelling narrative around Gray’s leadership in local markets, its ownership of renowned production companies (Raycom Sports, Tupelo Honey, RTM Studios, and Swirl Films), and its pending expansion to serve 113 local markets, reaching approximately 36% of U.S. television households. Media Outreach: Utilizing Lucie’s extensive media network in Atlanta and across the country to secure coverage, highlight Gray’s milestones, and amplify its brand presence in key markets.

The Impact

The partnership between Gray Television and Lucie Content resulted in a transformative marketing campaign that successfully elevated Gray’s brand recognition. Highlights of the campaign’s impact included: Enhanced Visibility: Significant media coverage in local and national outlets, positioning Gray as a leader in both television and entertainment. Brand Authority: A strengthened reputation that resonated with industry stakeholders and the general public, reinforcing Gray’s role as an industry innovator. Growth Momentum: Increased awareness and engagement across key markets, laying the foundation for sustained success as Gray expanded its reach to 113 local markets. Through Lucie’s expertise and strategic execution, Gray Television was positioned as a dominant force in the U.S. television industry, while setting the stage for continued growth and influence.