NOVA Entertainment has announced its first rebrand for the network in six years, as the radio industry faces increasing pressure to remain relevant to advertisers.
The refreshed vision for the Nova network includes a new logo, and will extend across all touch points from on-air programming, new mobile apps (including Apple Carplay), desktop, mobile sites and social platforms, signage, merchandise and street teams.
Nova’s multi-million dollar brand refresh will be supported by an extensive marketing and national media campaign across TV, out-of-home, social and consumer and trade media from Sunday 5 February.
The out-of-home creative showcases Nova’s strong line up of on-air talent, while the TVC, shot by Kontented in Sydney, Los Angeles and London – features some of the world’s biggest international and local music artists, including Ed Sheeran, Katy Perry, Chris Martin, Niall Horan, Little Mix and Illy.
The brand refresh will also be supported by Nova’s Red Room with Ed Sheeran event at the Sydney Opera House on Tuesday, which will be broadcast on the radio network from 9pm that night.
Tony Thomas, chief marketing and digital officer at NOVA Entertainment, said now was the right time to rebrand, as media audiences continue to change at a rapid pace.
“There’s also been a lot of change in our radio category in terms of the brand in the marketplace, so mid-last year was the right time for us to start looking at the brand,” he told B&T.
It was only in October last year that marketing guru Mark Riston warned radio networks to market themselves better to advertisers or risk being left behind in 2017 as the digital onslaught continues.
“I think Ritson did inform a strategy at the conference that strong media brands do deliver a level of trust and loyalty, and that’s what we’re trying to achieve at Nova,” he said.
“The other networks have also implemented change recently, but there’s still a limited understanding around their new brand and less consistency across the country, so that puts us in a strong position.”