Corus Radio has rebranded its former Fresh FM stations as Fresh Radio, while simultaneously introducing the hot adult contemporary format in two Ontario markets: Kingston and Peterborough.
The two additions push the number of Fresh Radio stations to seven, including five existing stations in Edmonton, Winnipeg, Hamilton, London and Cornwall. The rebrand includes a new look and sound for Fresh Radio, accompanied by a “refreshed” music mix for the female-targeted brand.
The company’s stated goal is to grow its female audience in markets across the country.
Susan Schaefer, vice-president, head of brands for Corus Radio parent Corus Entertainment, said the company leveraged its expertise in creating successful women’s brands, such as the specialty TV channels W Network and the Oprah Winfrey Network (OWN), to expand the Fresh Radio format.
The new Fresh Radio brand is intended to boast a “fresh, contemporary sensibility” that makes it relevant to today’s women, said Schaefer.
The rebrand includes a new logo as well as a revitalized playlist, though the company has pledged that each individual station will deliver a “targeted music mix” under the Hot AC umbrella as well as dedicated morning shows featuring “high-octane” personalities.
Corus is supporting the rebrand with a series of brightly coloured print ads that feature the new Fresh Radio logo and high-profile stars such as Rihanna, Taylor Swift and Katy Perry. The images are accompanied by text such as “Love the music” and “Today’s best mix.”
A pair of 30 and 15-second digital and TV spots showing people enjoying the Fresh Radio music in unlikely locations such as an elevator and an office cubicle is accompanying the print ads.
The new logo, visual identity and TV ads were created in-house by the broadcaster’s internal branding team, while radio consultancy SparkNet Communications assisted on market research and strategy.
Corus Radio’s revenues for the first quarter of 2015 were down 5% while segment profit was down 15% due to what Corus Entertainment president and CEO John Cassaday characterized as lower ad demand, particularly among stations in its Toronto cluster.
He said radio has given a generally “commendable performance” despite the overall advertising malaise, and projected ad sales growth for the segment in the second and third quarters.
Speaking with analysts during a conference call to announce its first quarter results, Corus Entertainment’s chief operating officer, Doug Murphy, said the company has found success pairing its TV and radio operations, such as the country music-focused CMT with its country music radio stations.
“We increasingly are finding clever ways to twin those two properties in our media division to grow the respective businesses,” he said.
