Get Into It: CTV’s Fall Campaign Reveals a Modernized, Cross-Platform Brand Refresh

TORONTO (September 24, 2018) – CTV, Canada’s most-watched television network for 17 years running,  unveils the next evolution of its brand identity in support of the 2018 Fall Season, which begins today. With a fresh, simplified CTV logo and modernized branding elements, the cross-platform campaign is rolling out now across Canada. Led by the award-winning Bell Media Agency, the new campaign can now be seen via TV, digital, social media, radio, out-of-home, and cinema elements, bringing the revitalized brand to life as some of the most talked-about fall series begin streaming on CTV media platforms including TV, CTV.ca, and the CTV app. At the centre of CTV’s first major logo and branding refresh since 2011, is the new campaign the theme “GET INTO IT”, inviting viewers to engage with and personally invest in the stories found only on CTV. The execution brightens and modernizes the brand, embracing a conversational tone to connect with audiences on a more personal level. The revised logo elements have evolved to reflect a more digital language and include more colour, while keeping the focus on CTV’s signature red, blue, and green. The often playful and always bold association of CTV’s signature colours and shapes aims to heighten the attribution of CTV – Canada’s most-watched and most-streamed network –  to its vast and exciting array of content. CTV’s brand refresh can be seen all over social media, the internet, and in high-traffic locations across Canada, as well as leveraged across Bell Media’s considerable media assets. Here’s a quick look at just a few of the highlights of CTV’s Fall Season campaign activations, focusing on new series MAGNUM P.I., and THE ROOKIE, along with returning hits THE BIG BANG THEORY, YOUNG SHELDON, THE GOOD DOCTOR, and THIS IS US: The campaign will roll-out nationally via:

• Screens in more than 700 Tim Hortons locations across the country.
• Targeted pre-roll ads and digital banners on Google platforms.
• Extensive coverage across Bell Media digital platforms through digital display, homepage takeovers, and pre-roll ads.
• Custom social media promotion across Facebook, Instagram and Twitter.
• National promotion across Bell Media’s 88 English radio stations.
• Featured amongst the movie trailers in Cineplex’s Showtime theatre platform.

In Toronto alone:

• The campaign comes to life via a TTC domination at the Yonge/Bloor subway station, with creative covering 180 faces.
• Fall programs are featured on 800 transit shelter ads across the GTA.
• The company’s iconic 299 Queen headquarters will be branded with the new CTV look and fall programs.
• Creative is featured in prominent locations across the city on billboards through Bell Media’s out-of-home assets, including a hand-painted mural at Bell Media’s iconic 299 Queen Street West location.

In Calgary:

• High impact transit including Light Rail Transit trains wraps and murals.
• Consumers are being introduced to CTV’s fall lineup in dozens of resto-bars across the city.

In Vancouver:

• Premium digital properties will showcase high profile programming with CTV’s new look.

– CTV –