TORONTO — Corus Radio is expanding its Fresh format to two new markets in Ontario, bringing the total number of Fresh radio stations to seven. The move coincides with a rebranding of Corus’s Fresh FM stations to a new Fresh Radio brand name.
Radio stations in Kingston and Peterborough, Ont., will now be branded as Fresh Radio, along with current Fresh stations in Edmonton, Winnipeg, Hamilton, London and Cornwall, Ont.
The rebranding is part of Corus’s effort to build a network of female-targeted Hot Adult Contemporary radio stations in key markets across the country, Corus said in a news release.
“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,” Susan Schaefer, vice-president, head of brands, Corus Entertainment, said in the news release.
“By retooling the Fresh Radio stations, we are giving the brand a fresh, contemporary sensibility that feels relevant to today’s women,” Schaefer added.
As part of the brand refresh, the Fresh logo has been revised and new print ads and TV spots have been created to support the rebrand.
Ronnie Stanton, vice-president, national brands and programming, Corus Radio, was quoted as saying, “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. 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.”
