Press release – For immediate distribution
Montreal, September 12, 2018 – V is introducing its new brand image today on all its platforms, in time for the start of the new broadcast season. This metamorphosis crystallizes the major repositioning of the channel which is adopting an advertiser-oriented philosophy, a brand-friendly approach that reaffirms its position as the number one conventional channel among adults 18-34 and 18-49*. Revamped programming, new original shows, new on-air personalities and a new look: #Vchange!
A new image that is modern and positive
“Refreshing, colourful and bold: V’s new brand image is in symbiosis with the channel’s DNA”, explains Dimitri Gourdin, Executive Vice President, Strategy and Communications, at Groupe V Média. “We’re not changing our logo just to change the logo. This more modern visual identity completes V’s major transformation. It highlights the passion that drives our teams and their colleagues as well as the unifying aspect of the brand that is firmly rooted in Quebec culture.”
Together with the creative services at Groupe V Média, the design and motion graphics were created by Troïka and the visual identity was developed by Studio FEED.
An intriguing campaign
In order to introduce the channel’s new image while effectively conveying the major transformation, an impactful awareness campaign was deployed for several weeks with the second phase getting underway today.
To launch the campaign with a sense of intrigue, the channel deployed black and white creative elements with a serious, confident, chic look bearing the statement #Vchange that featured V’s on-air personalities. For a period of approximately 20 days, the channel sparked curiosity and discussion around the upcoming change using influencers and on-air personnel to amplify the campaign’s reach in the market. This first phase included short teaser ads on television, eye-catching photos of on-air personalities on social media and building wraps on Groupe V Media’s Sainte-Catherine street offices in the Quartier des spectacles.
Yesterday, Groupe V Média welcomed the media, on-air talent, partners, employees and members of the public at a large-scale event at the Casino de Montréal, a launch evening during which the channel’s new identity was unveiled to the hundreds of guests. V’s fun and colourful new image is now present on all its platforms and will, like the first phase of the campaign, be promoted by the channel’s on-air personalities on television, in social media and on the Groupe V Média office building.
Groupe V Média: marketing and creative services teams
Troïka (design and motion graphics)
Studio FEED (visual identity)
Vibrant Marketing (awareness campaign)
La Corp (reveal video)
Élisabeth Cloutier (photography)
*Source: Numeris, Quebec Fr., August 28, 2017 to December 31, 2017, Mo-Su, 6a-2a, All 2+ composition.
Director, Communications and Public Relations
514-390-6100, poste 2249
About Groupe V Média
Groupe V Media, a Quebec-based entertainment and content delivery company, is the largest independent media group in Canada. Groupe V Media owns conventional television network V, specialty channels MusiquePlus and MAX, content and video-on-demand platform Noovo.ca, online store BoutiqueNoovo.ca and the 25Stanley sports news website. Its innovative content delivery strategies with strong, unifying, eye-catching themes enable its properties to reach a vast audience, anytime, on a multitude of platforms, adapting to evolving consumer and corporate trends.