RockDetente becomes Rouge FM with a new take on adult contemporary
Astral Radio has rebranded its nine-station RockDetente network, relaunching it Thursday as Rouge FM.
The French-language RockDetente first launched 21 years ago and featured adult-contemporary rock and pop music geared to listeners aged 25-54. According to Chloe Boissonnault, senior director, communications and marketing for Astral Radio, research by Quebec firm CROP revealed that the station’s audience – particularly its core 35-44 year-old female target – had outgrown RockDetente’s content and brand.
“We realized that we were probably at the end of the cycle of the brand,” said Boissonnault.
She said the results of the 18-month rebranding project include new on-air talent, a slightly tweaked musical playlist and a more vibrant brand.
“We wanted to stay an [adult contemporary] radio station, but we decided to change the musical catalogue a bit, and also the shows and programs, and we realized that if we wanted to have a real impact in the market, we should change the brand, too,” said Boissonnault.
“We’re still AC, but we have a bit of vitality in our musical choices and everywhere on-air. And with the new logo, it’s the same – it’s red, so there’s a lot of vitality.”
Mario Cecchini, senior vice-president of sales and marketing for Astral Radio, said Rouge FM’s brand and content, which includes an emphasis on popular songs from the 1980s, would better serve advertisers looking to reach Quebec women aged 35-44.
“The atmosphere is always going to be familiar and friendly, and because we’re going to play a lot of songs that are older, songs that people sing to, it creates a little bit more of an emotional connection to the brand,” said Cecchini.
Montreal advertising agency BleuBlancRouge helped Astral create the Rouge FM brand identity and also developed creative for an advertising campaign to support the station’s relaunch. The campaign begins Monday and includes a major out-of-home initiative and print creative. A television campaign will follow in September.
A new website went live late Thursday.
