Broadcaster Magazine

Corus Radio’s Fresh Brand Expands

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 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.