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When Erik Candiani, the marketing director for Gray’s WWBT, Richmond’s NBC affiliate, posted news about the launch of a new promotional campaign on Facebook a few weeks ago, he had no idea it would quickly begin a chain of events that would ripple half way around the world.

Best Station Promo: First, Erik Candiani and Terrell Thompson, WWBT-TV, Richmond, VA, “Forecast of Fear”

“To let the community know that even though we are competitors, during a life-altering event like we are currently experiencing, there is no ‘competition’ between stations more important than our community’s safety and well-being,” Erik Candiani, WWBT’s marketing director, told TVNewscheck’s Paul Greeley.

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.

Erik Candiani, marketing director for Gray’s NBC affiliate, said this spot took the entire team to put together, running from one side of the DMA to the other, coming together to shoot 30 people. “This is the kind of message everyone needs right now,” said Candiani.

“The results of All Devices (Part II) have been worth it, and the response online has been incredible,” said Erik Candiani, about WWBT’s latest news promo.

Gray Television’s WWBT Richmond, Va., once again employed tricky timing and technical effects to create the latest version of its “On All Your Devices” campaign, the original iteration of which won Promax Gold at Station Summit in Las Vegas last June.

Erik Candiani, WWBT’s creative services director, shared the station’s holiday-themed video, which Candiani said is “more of a festive short than a commercial or promo. We just wanted to wish our viewers a happy holiday in a unique and fun way.”

Hats off to the promo people at Richmond’s WWBT for this weather promo

WWBT’s latest marketing efforts are worthy of any movie trailer you might see in theaters. In fact, that’s just where they’re playing. “We produced two completely fake 60-second movie trailers in two different genres that will be playing before every single movie at Richmond Regal theaters all summer long,” said Erik Candiani, WWBT’s marketing director.