TORONTO – Corus Entertainment’s efforts to revamp its iconic Q107 radio station in Toronto are beginning to pay off.
In the summer of 2014, Q107 began the process of reinvigorating the rock station by introducing a broader playlist featuring not just classic rock but also current rock artists such as Foo Fighters, The Black Keys and The Sheepdogs. To complement the new programming mix, the station also refreshed its on-air imaging and rolled out a more contemporary logo and visual identity.
The off-air marketing campaign included out-of-home, print and digital throughout the Greater Toronto Area using a humorous, self-deprecating approach to let listeners who like rock know that the station has changed and offers a broader range of rock. The next phase of the campaign dropped this week with a new television spot airing on Global TV and digital platforms that pays tribute to the music that defined rock and roll and the artists who continue to move the genre forward.
Since the introduction of these changes, Corus said that the station’s audience share has increased 13% for Adults 25-54, and that Q107 has strengthened its #1 ranking with Males 25-54.
“Q107 is an iconic brand and we saw a great opportunity to evolve it as we make the station more accessible to a broader audience,” said Susan Schaefer, Corus’ head of brands, in the news release. “We are extremely pleased with the launch of our new television spot – an anthem to the rock genre – and we look forward to introducing more listeners to Q107’s passion for rock and its ongoing evolution.”
The logo and visual identity for Q107 was created in-house by Corus’ branding team. Corus teamed up with SparkNet Communications on market research and strategy, and the ad campaign was a collaboration between the creative agency, hqvb and Corus.
