Your station’s got a tent set up with a big screen for one of the biggest music events in your market. And instead of playing some news image promos on the big screen, you want to do something in line with the event that will get noticed.
That’s what Erik Candiani and his creative services team did for the Richmond Jazz Fest this weekend.
Candiani is the creative services director at WWBT, Raycom’s Richmond, Va., NBC affiliate.
“We had a little fun with it, and creatively targeted the attendees with something they’ll notice and recognize both at the event and online. We went for a ‘Smooth Sounds of Richmond News’ theme that paid homage to some of the most iconic jazz artists and albums in history, and the edited spot is straight from the Time-Life fantasy archives. Should hit home with the locals.”
“It has a one-week shelf-life,” said Candiani, “but it should burn bright during this time even playing a few times over the air.”
Candiani says the station even printed mini 6” album covers to hand out at the festival.
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