creative services

When four news-producing TV stations in Richmond, Va., joined together in a promotional campaign pledging solidarity to the people of their city during this coronavirus crisis, little did they know that they would end up influencing “journalism on the other side of the globe.”

The two-hour special, Gordon Ramsey’s 24 Hours to Hell and Back: Save Our Town will show how Ramsey renovated local businesses culminating in a grand reopening of the town at the end of the makeovers.

To meet the need as people continue to struggle during the coronavirus pandemic, the Greater Boston Food Bank distributed over 9.5 million pounds of food in April, eclipsing the 8.1 million pounds distributed in March, now the two largest distribution months in the food bank’s history.

All four news-producing stations decided to join together to send one message to Richmond, Va., viewers. The campaign features the main on-air talent from each station in every spot airing on all four stations. The campaign also showcases each station’s logos and news vans in every spot. “This was a true top-to-bottom team effort. It was a pleasure to work so closely with the creatives in this market, and I am extremely pleased with the results,” said Erik Candiani, WWBT’s marketing director.

Food4Frontline has delivered 3,000 meals and has confirmed the delivery of 10,000 more with local hospitals, service providers and food partners over the next couple weeks. Seems like a win-win.

“With so many people out of work, and kids not getting school meals, we recognized early on the need for food in our community was at an all-time high, we knew there was a way to help,” said, John R. Soapes, WESH’s general manager.

In a Zoom interview, you can watch the creative services directors and marketing executives of four local TV stations in Kansas City describe how they all came together as partners to hold an all-day fund raiser to benefit local residents affected by the coronavirus pandemic.

“We wanted to go in a different direction as we continue to produce fresh promos with our commitment to #MichianaUnited,” said Nishan Gilmet, the creative services director for WBND South Bend, Ind. Finally, a local girl tried out. We knew right away her voice fits perfectly for our ABC 57 promo.”

WPIX, Scripps’ CW affiliate in New York City, created a 90-second music image spot as a tribute to first responders, city workers and the courageous healthcare workers by re-working its station anthem, We Are New York’s Very Own.

Working from home for local TV marketers is the new normal, as they say. So let’s have some fun with it. Show me your home studio, desk, set-up, edit station, wherever it is that you’re calling your work station at home. Write a few lines about it and then send the videos (links to YouTube or Vimeo works great) or pictures to me.