Canadian media company CanWest MediaWorks turned to the talents of spark to complete a high-profile branding campaign for the launch of its pop culture-themed specialty network, TVtropolis. The Los Angeles based creative group, founded by award-winning designer Elaine Cantwell, was charged with cultivating a new attitude and look for the network's relaunch from Prime to TVtropolis.
"With spark's completion of the rebranding campaign for Global Television, the reinvention of Prime was our next priority," said Walter Levitt, Senior Vice President of Marketing, TV & Radio, at CanWest MediaWorks. "Their ability to target key audiences using a fresh look and cutting-edge creative strategies really helped to elevate us to a new level with the transformation of Prime to TVtropolis. spark's amazing work on the Global rebrand gave us confidence that they were the perfect creative group to handle the launch of TVtropolis."
Added Tim Kist, Director of Marketing at Global Television Specialty Networks: "Working closely with our team, spark brought the TVtropolis brand positioning to life, giving us a strong creative platform and tangible visual identity that we could really sink our teeth into. The campaign provided a clear definition of TVtropolis for the viewer, which was essential to our overall brand strategy."
spark's campaign was based on TVtropolis' natural appeal to television lovers and pop-culture enthusiasts of all ages. The network's iconic television hits and celebration of pop culture called for a branding initiative that was contemporary, spirited and comfortably familiar.
The concept defines TVtropolis as a city of entertainment and excitement, marked by the channel's trademark colour bar logo. spark developed and created a comprehensive network package, which included the network's logo, IDs, bumpers, promo donuts, transitions, end-tags, sponsor billboards, backgrounds and snipes. With a colourful new look and tagline - "hit tv lives here" - TVtropolis showcases programming from the 'late '80s and '90s, as well as current reality series featuring TV icons.
"With TVtropolis, we needed to carefully craft an entirely new image that was energetic and fun but also capitalized on the familiarity and existing connection viewers had with the network's programming," said Cantwell.
TVtropolis gives audiences the opportunity to reconnect with their favorite pop icons. The network combines favorite series such as Seinfeld, Ellen and Beverly Hills 90210, with American celebrity-driven reality hits like Celebrity Fit Club and My Fair Brady. In addition, the channel will soon offer its own original Canadian programming, such as FANatical, which follows the lives of obsessive television fans, and Popaganda, a talk-magazine show that focuses on pop culture.