Toronto, - A multimedia ad campaign broke this week launching "News Talk 1010" the new moniker for CFRB-AM (www.cfrb.com). Using newspaper, television and outdoor, the campaign theme is "Expand Your Mind" and features station personalities and the new logo. The campaign will be interactive in nature with on-air radio promotions as well as contests carried in newspaper ads and on the station's website
Pat Holiday, VP & General Manager at News Talk 1010 CFRB says "Our objective is to brand the station in a way that describes our programming – stimulating talk with intelligent and engaging on-air personalities and have that description front and center on all we do."
The strategic positioning, creative and original photography is the work of Gary Carr of Unltd. Creative Communications. (Carr was one of the founders of Toronto ad agency Ambrose Carr Linton and Carroll (ACLC)).
The 12-month outdoor program begins with six designs featuring Ted Woloshyn, Bill Carroll, John Oakley, Paul and Carrol Mott, Randy Taylor, and Jim Richards. In addition, superboards will be used to market the new corporate logo.
The four television spots feature Ted Woloshyn, John Oakley and Bill Carroll. According to Carr, "there wasn't really much scripting to do…they just sat down and said what mattered to them and their audience. It was all very natural and very amusing." The TV spots were directed by Alan Marr and produced by White Iron Productions of Calgary.
Creative for all advertising is black and white except for the logo. "This is to give a bit of an edge to the work and to focus on the new logo which is designed to be flexible enough to run in different colours at any given time." adds Carr.
Media was handled by VPM Marketing & Media Consulting.
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