Dave and Veronica, WQYK, Tampa were born and raised in the community and, as a morning show, are uber local. This image has contributed to their incredible success in the county war in the market. Part of that win has been doing ideas which only people who live in town understand. Hence, Pen of the Day. An irregular feature where they ask businesses to mail them a company pen and, with a quirky production value which signals tongue-planted-firmly-in-cheek, they highlight a local business. You stand out by the inventive ideas you do to drive an image. These two examples do that.