Corus promotes rebranded Fresh Radio
Corus Radio of Toronto has introduced new branding for its Fresh FM chain of radio stations. The new branding includes a name change to Fresh Radio. According to the company, the branding and modified playlist are intended to appeal primarily to female audiences seeking adult contemporary pop music. Other changes include a revised logo and new visual elements. The new brand is being promoted with print ad and 30- and 15-second television commercials. The new brand materials were developed in-house by Corus, with research support from SparkNet Communications.
Corus has also extended its Fresh Radio brand into two additional Ontario cities: Kingston and Peterborough. This brings the total number of Fresh Radio stations to seven. The pre-existing stations are located in Edmonton, Winnipeg, Hamilton, London and Cornwall.
"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 and head of brands at Corus Entertainment. "By retooling the Fresh Radio stations, we are giving the brand a fresh, contemporary sensibility that feels relevant to today's women."