Promo spotlight: Weather Channel precipitates viewers to tell stormy stories

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Marketer: Weather Channel, Atlanta.

Effort: "WeatherQuest."

Agency: In-house.

Twist: To get viewers more involved in weather updates and the hourlong weather feature "Atmo-spheres," the Weather Channel plans to turn viewers into weather reporters this spring. They will be invited to submit a one- to two-minute videotape describing their most exciting experience with dramatic weather. Winners will be judged on passionate delivery plus on-screen presence, and one grand prize winner will get the chance to host a segment on "Atmospheres," including a free trip to an exotic location for the filming. Runners-up will receive prizes from a variety of sponsors yet to be announced.

Vital statistics: "WeatherQuest" will be promoted on the Landmark Communications cable channel and online from May 1 through July 13. Contestants will be judged by an independent panel; consumers will vote for the winners from a list of finalists presented online (weather.com). The winner will appear on "Atmospheres" this fall.

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