- Q107’s rebrand broadens appeal and boosts audience share;
- New television spot celebrating rock launches today
(Toronto, Canada) Thanks to a new multi-tiered rebranding effort at Toronto’s Rock, Q107, the station is seeing increased ratings as audiences tune in to the revamped sound of this iconic radio station. With today’s launch of a new television spot that speaks to the power of rock and its ongoing evolution, the next phase of the campaign has begun.
In the summer of 2014, Q107 began the process of reinvigorating the rock station by introducing listeners to a broader rock playlist, featuring not just classic rock but also current rock artists such as Foo Fighters,
The Black Keys and The Sheepdogs. To complement the new programming mix, the station also refreshed its on-air imaging and rolled out a more contemporary logo and visual identity across all Q107 touch points that reflects the new energy and tone of the station.
Since the introduction of these changes, Q107’s audience share has increased 13% for Adults 25-54, and the station has strengthened its #1 ranking with Males 25-54.
In January, to encourage listeners to check out Q107, the station launched an extensive integrated, off-air marketing campaign that included out-of-home, print and digital throughout the Greater Toronto Area. By taking a humorous, self-deprecating approach, the campaign lets listeners who like rock know that the station has changed and offers a broader range of rock.
Today, the next phase of the campaign rolls out with the launch of a new television spot airing on Global TV and digital platforms that pays tribute to the music that defined rock and roll and the artists who continue to move the genre forward.
“Q107 is an iconic brand and we saw a great opportunity to evolve it as we make the station more accessible to a broader audience,” said Susan Schaefer, Head of Brands, Corus Entertainment. “We are extremely pleased with the launch of our new television spot – an anthem to the rock genre – and we look forward to introducing more listeners to Q107’s passion for rock and its ongoing evolution.”
“Q107 has been and will continue to be the backbone of rock – authentic, passionate and relevant,” said Dave Farough, General Manager, Corus Radio Toronto. “The audience gains to date have been very positive and we believe our new campaign will build even greater awareness and drive listenership.”
“Since our refresh, we have seen impressive ratings traction on Q107,” said Blair Bartrem, Brand Director, Q107. “Derringer in the Morning with Maureen Holloway continues to be a listener favourite, ranking #2 with Adults 35-54.”
The logo and visual identity for Q107 was created in-house by Corus’ branding team. Corus teamed up with SparkNet Communications on market research and strategy, and the ad campaign was a collaboration between the creative agency, hqvb and Corus.
Q107 is 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 corusent.com.
Source: Numeris Toronto CTRL A25-54/M25-54,A35-54
Mo-Su 2A-2A Mo-Fr 6A-10A
R3 2014/R4 2014
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Director, Communications, Radio
Project Manager, Communications