MONTREAL – Astral Media has launched a new audio branding platform to reflect the various audience segments in its broadcast network.
In order to serve “highly targeted audiences” in television, radio, outdoor and interactive media, Astral commissioned Los Angeles-based sound design studio Musikvergnuegen to create 11 variations of the company’s core four note audio sign-off.
Astral launched its first audio branding message in 2007 to provide its corporate identity “with a friendly, engaging human expression of the company’s brand character”. The goal of this extension of the audio branding initiative is “to continue creating value for the brand by building a multi-layered platform that is easily identifiable by a vast consumer base, and delivering this experience in less than five seconds”, the press release reads.
“We are taking the art and science of audio branding to a new level by achieving true intimacy with our audiences,” said Alain Bergeron, Astral’s vice president of brand management and corporate communications, in the release. “The more our message and brand identity can be personalized within our community of unique consumers, the more effective we will be in captivating and building loyalty for the master brand.”
