Fresh Radio extends its brand to seven markets with launch of format in Kingston and Peterborough today;
Radio gets a refreshing new look and sound with rebrand of Corus’ Fresh Radio stations
(Toronto, Canada) Today marks the expansion of Corus Radio’s Fresh format into two new markets – Kingston and Peterborough – bringing the total number of Fresh radio stations to seven, serving audiences in Edmonton, Winnipeg, Hamilton, London and Cornwall. Corus also rolls out a brand new look and sound for Fresh Radio today at 1 p.m. ET (12 p.m. CT, 11 a.m. MT), introducing audiences to a refreshed music mix and new visual identity for the female-targeted Hot Adult Contemporary brand.
With the goal to build a network of female-targeted radio stations under the Fresh Radio banner in key markets across the country, today’s expansion of the brand, coupled with the new brand identity and invigorated playlist featuring pop sounds from the ‘90s to today, well positions Corus Radio to grow its female audience in markets across Canada.
“At Corus, we have built an expertise creating successful women’s brands and we want to leverage that experience as we expand our network of radio stations targeted to women,” said Susan Schaefer, Vice President, Head of Brands, Corus Entertainment. “By retooling the Fresh Radio stations, we are giving the brand a fresh, contemporary sensibility that feels relevant to today’s women.”
As part of the refresh, the brand name has been changed to Fresh Radio (formerly Fresh FM), the logo has been revised and new design elements have been introduced (including print ads), which give the brand a bright, contemporary image. In addition, a :30 and :15 second TV spot has been created to support the rebrand, which rolls out on TV and digital platforms this month.
“While all seven Fresh Radio stations now have a unified look, each of the stations will continue to deliver their own targeted music mix under the Hot AC umbrella with a vision to serve more Canadian women,” said Ronnie Stanton, Vice President, National Brands and Programming, Corus Radio. “As well, each station will maintain its local focus, with dedicated morning shows that feature high-octane personalities engaging in fun, relevant conversations that will appeal to listeners in their market.”
The new logo, visual identity and television spot were created in-house by Corus’ branding team. Corus teamed up with SparkNet Communications on market research and strategy.
Fresh Radio Cornwall, Edmonton, Hamilton, Kingston, London, Peterborough and Winnipeg are owned by Corus Entertainment Inc., a Canadian-based media and entertainment company that creates, broadcasts and licenses content across a variety of platforms for audiences around the world. The Company’s portfolio of multimedia offerings encompasses specialty television and radio with additional assets in pay television, television broadcasting, children’s book publishing, children’s animation and animation software. Corus’ brands include YTV, TELETOON, ABC Spark, W Network, OWN: Oprah Winfrey Network (Canada), HBO Canada, Historia and Séries+, as well as Nelvana, Kids Can Press, Toon Boom and 39 radio stations including CKNW AM 980, Rock 101, Country 105, 630 CHED, Fresh FM London, JUMP! 106.9, Q107 and 102.1 the Edge. A publicly traded company, Corus is listed on the Toronto Stock Exchange (CJR.B). Experience Corus on the web at www.corusent.com.
SOCIAL MEDIA LINKS:
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Director, Communications, Radio
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