Groupe Média’s Télévision Française Ontario (TFO) has launched a rebranded look  to kick off its 25th anniversary, in an attempt to get closer to its viewers and  expand its sponsorship opportunities, says Pascal Arsenault, VP marketing and  communications.

Working with Lowe Roche, who won the channel’s business last fall, the  rebrand builds on the shoulders of what the brand was and targets existing  Franco-Ontarian viewers, as well as reaching out to French-speaking Canadians in  other provinces, as well as Anglophones, says Monica Ruffo, CEO at Lowe  Roche.

“The visual identity is a lot more modern and fresh,” she says. “We wanted to  make it more refreshed, to help the channel appeal to a broader audience.”

Arsenault  says while partners with the channel are now limited to  organizations like school boards, local theatre companies, colleges and film  festivals, the channel is looking to branch out and work with brands that fit  with its educational mandate.

“We want to partner with sponsors, but we want to do it smartly in a way that  stays true to the channel and what it stands for,” he says.

A media buy promoting the rebrand is not currently planned, says Ruffo. But  the new look will be promoted across TFO’s broadcast and online properties.

From Media in Canada