This can become as much of it’s own brand as the station itself. Become known as the place where wishes, needs and fantasies become reality. If you can be the station where wishes come true on a regular basis, it’ll add a dimension to your brand.
This works particularly well if you are already known for the Christmas Wish promotion.
It’s not a contest and it’s not a promotion. It’s a mission to build your brand in the hearts of your audience. This is heavy on production and your ability to tell a story.
Think about the drama created in some of the better reality shows such as television’s Extreme Home Makeover, or the story-telling from The Last Contest.