Yahoo readies Cities Rising: Rebuilding America with Katie Couric


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Michelle Clancy

| 22 January 2016




Yahoo has announced an original series, Cities Rising: Rebuilding America, hosted by Yahoo global news anchor Katie Couric.



The series takes an in-depth look at urban renewal, positive changes and growth in cities across America. Couric visits different cities and explores how each is making pivotal changes to reinvent itself and reinvigorate the lives of the people in those communities. The series kicks off with a visit to Buffalo in New York state followed by New Orleans, Oakland in California, Houston, Pittsburgh and Detroit.

"Our audience is constantly looking for entertaining video programming from amazing storytellers like Katie Couric, and we're delivering this for consumers along with unique opportunities for advertisers,” said Lisa Utzschneider, chief revenue officer, Yahoo.

H&R Block is the presenting sponsor of the six-episode series. A branded H&R Block video segment will appear at the end of each episode in the series highlighting topics including tips on when to file taxes and when to expect a refund. As part of these efforts, H&R Block will also leverage Yahoo Splash Ads, which are integrated within the design of Yahoo's digital magazines, as well as video and display advertising on Yahoo to connect with viewers.

"The combination of a news leader like Katie Couric, a compelling narrative, and Yahoo's extensive audience made the sponsorship of this new series an easy choice," said Kathy Collins, CMO, H&R Block. "This is another aspect of our overall efforts to reach consumers and tell them about our great services and products, especially at this time of year when the tax season is just kicking off."

In the first episode, Couric stops in Buffalo, where the city that was once the eighth largest city in the country is staging a major comeback. During Couric's tour of Buffalo, she visits Canalside, the heart of Buffalo's waterfront revitalisation; 43North, the world's largest business idea competition, that is revitalising Buffalo and bringing in entrepreneurs and start-ups from around the globe; The West Side Bazaar, a small business incubator supporting entrepreneurs on their paths to becoming successful business owners; and Larkin Square, which lies in the heart of Larkinville, a whimsical public square, that is part of the redevelopment of Buffalo's Larkin District.

"I'm excited to have a chance to focus on what's working and positive in the country right now, and it's starting in many American cities that are finding new ways to reinvent themselves," said Couric. "Everyday people with big ideas are getting their communities back to work and thriving again, and we're telling their stories with support from our sponsor H&R Block."