Tag Archives: channel rebrand

Australia Network Refreshes Brand Identity

Australia’s international TV service, Australia Network, has refreshed it’s on-air brand identity. With coverage to 44 countries across Asia, the Pacific and the Indian subcontinent, the goal was to create a “sophisticated and contemporary solution with broad and cross-cultural appeal”.

Updated 27 May: Correction to copy, edited to clarify on-air design designed & developed by Sydney-based creative studio Motion Foundry.

Click for Montage

The broadcast refresh includes the new tagline: “From our world to yours”. Australia Network evolved the brand message to reflect its role as a ‘bridge’ between Australia and one of the most dynamic regions in the world, Asia-Pacific.

“What has been created for Australia Network showcases our unique multi-genre offering, allows our viewers to navigate around the network more easily and exemplifies our brand values. The challenges we faced were significant and success came when we combined the strategic and creative talents of Saatchi & Saatchi and Motion Foundry,” said Pam Murray, Australia Network’s Head of Marketing.

Australia Network 2009 Refresh

Australia Network marketing executives worked with Saatchi & Saatchi’s strategic consulting division, Industry, to craft a brand platform that would appeal to its target audience of “internationalists”.

The on-air package was designed and created by creative studio Motion Foundry (in conjunction with Sopheric NY, who handled the sonic branding elements). The package was developed for flexibility across a diverse range of genres. 40 live action idents were produced and directed, across key genres including News/Current Affairs, English Language & Learning, Sport, Documentaries, Kids, Drama and Lifestyle.

Extra thanks to Australia Marketing Head Pam Murray for the video and campaign insight.

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UKTV History relaunches as Yesterday on March 2

In just less than 1 week, the “past becomes present” when UKTV History channel rebrands as Yesterday, culminating in the last of UKTV’s factual channels to be renamed and rebranded. Yesterday targets upmarket 30 plus couples, placing serious history in the form of Andrew Marr’s History of Modern Britain and Auschwitz in the same schedule as The Alan Clark Diaries, House of Cards and Antiques Roadshow.

The complimentary website http//www.visityesterday.co.uk launches on March 2nd as well. UKTV’s Director of Factual, Lifestyle and New Media, Jane Mote, says, “Yesterday will challenge traditional beliefs of what a history channel should be by taking a more inclusive, accessible and entertaining approach to the past and making it more immediate and relevant to viewers.”

It is a process that began with UKTV G2 being successfully rebranded by Red Bee as Dave 18 months ago, UKTV has spent a great deal of time and care on the multiplatform brand portfolio, which just saw the launch of Blighty (from UKTV People) one week ago:

Comfort brands are reportedly faring well in these uncertain times. The decidedly “feel-good” relaunches should be a welcome sight to viewers. I mean comon, who didn’t smile at that Eden launch spot? And if you didn’t, the iceberg sculpture with a polar bear and cub floating down the River Thames should have at least been smirk inducing.

Matthew Littleford, UKTV’s controller, explains: “We realized that because we had strong content we needed to have kick-ass brands that would stand out,” he says, stressing the importance of UKTV’s access to BBC programming.” The figures are impressive: six months of research, 32 focus groups, consultation with 120 staff members and 3,500 online respondents, £250,000 spent. Littleford adds, “All of the research about History was that people who came to watch it would be interested in 20th-century history and war. The history channel isn’t just about that,” he says. “We wanted a brand that stretched wider.”

“The whole point of Yesterday is to make history feel more immediate and more personal,” explained Yesterday channel head Richard Kingsbury.

The process has already begun for the UKTV Gardens, UKTV Food and UKTV Style rebrands in the spring. Following their recent launch, both factual channels Eden and Blighty saw their audiences and share more than double as a result of their rebrands, increasing share by 99% and 64% respectively versus 2008 average.

Yesterday’s tagline is “Where the Past is Always Present”.

The holding page and :10 Yesterday Spot can be seen at

http://uktv.co.uk/holdingpage/yesterday/

I’ll have a lot more to share about Yesterday come launch next Monday (I love these Yesterday word pretzels!)

Maybe UKTV Marketing topper Mr. Lucas will make another surprise blog appearance here. You’ll just have to hope. Stay tuned!

Or click to SUBSCRIBE by EMAIL for convenient updates straight to your inbox delivered by the e-stork himself.


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UKTV Channel Rebranded as Blighty Launches

UKTV People has officially relaunched as Blighty, with the goal of  “unashamedly celebrate all that is great, unique and inspirational about Britain”.

The new website has been fully launched at: www.loveblighty.co.uk

Quick updates:

Update 3:40 PM: UKTV/Blighty Head of Marketing, Tom Lucas visits this blog and shares some of his thoughts

Update 2:45 PM: Blighty Umbrellas given away with Evening Standard at London Bridge Station and Waterloo Station

Update 11:25 AM: Apparently, people are uploading pictures of themselves with their new brollies at: http://www.blightybrollies.co.uk

Update 11:10AM: The kind folks over at Blighty have let me know that a LIMITED EDITION Blighty Umbrella is being given out with the Evening Standard in select locations, tagged with a nice message

Update 10:30AM: Official Blighty Launch Video Updated, New Website Address Posted

My previous Blighty posting received several thousand hits in just a few short weeks- clearly some are really paying attention to this relaunch. As of 10:30AM, this posting has received 1200 views. Feel free to continue emailing me your thoughts on the launch. Congrats Blighty!

And if you’ve been anywhere in Britain this last week, you will have seen the national poster, magazine and newspaper campaign, created by ad agency Watermill. Incidentally, I came across a nifty tray of Blighty branded teabags at Ted Baker this weekend. I tried taking some camera phone evidence but technology was not on my side.

The channel rebrand is being helmed by UKTV’s marketing team (Tom Lucas, Sara Holt, and Gemma Parkinson) and Red Bee.

The channel launches with four idents: chutney, rain, seaside, and tea. The idents are described as “a vibrant showcase involving dancing, synchronized movement and animation combined in a kaleidoscopic and fun world” that has an Austin Powers feel. Each ident features a ditty that pays homage to the best of British. Tea, for example, is called the “saviour of the universe”, while in another ident a man sings about his daily life including the line: “my lager is warm but my summer is not”.

We can share an early glimpse of the chutney ident here.

UKTV’s Tom Lucas is known for his sharp marketing acumen, and the Blighty rebrand is no exception. UKTV History will be relaunched as Yesterday later in March (exact date to be announced). The final wave of the network’s ambitious rebrand to create a portfolio of multi-platform brands will be completed in Q2 2009 with the relaunch of its lifestyle offerings.

We’ll be updating this post through the day with the brand rollout. More details about the Blighty’s themed advertising breaks here.

Or you can get email updates easily by clicking here.

Cheers!

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