Struggling station WKBW in Buffalo is launching a new image campaign to try and give the station's sagging ratings a lift.

But it appears that Scripps owned WKBW lifted their new campaign straight from Tegna's WKYC in Cleveland.

First let's go to the internal memo that was sent out to the staff at WKBW and obtained by FTVLive:

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I am proud to announce the launch of our new branding campaign that came out of our recent strategic plan meetings/development. This spot is only the beginning - the goal is to highlight the potential for all of WNY as part of our brand "to grow and protect the communities of WNY". We will back this up via new stories, am Buffalo, web content, vignettes, news specials etc. We have already been covering re-development stories but this effort is much more. Please join me in embracing and executing this campaign and together we can seize the possible for Channel 7 as well! The initial spot is linked below.

Michael Nurse
VP & General Manager
WKBW-TV

Now, let's watch the video of WKBW's image spot: