Bell Media’s Space has launched a rebrand, aimed at better reaching its audience and also representing the content on the channel, which doesn’t centre on outer space like it used to.

“The programming on Space is pretty diverse, and the primetime lineup doesn’t actually have any programs in it that occur in outer space,” says Justin Stockman, executive director of marketing, specialty channels, Bell Media. “The new look is a lot more contemporary, it’s less about outer space and more about what space can mean in other ways. We are not targeting a new audience, it’s more about reaching the audience we already have in a more effective way.”

Stockman says the channel targets both the 18-to-49 and 25-to-54 demographics, with the younger group tuning in more. He says the target is affluent, and an even split between men and women.

The new look is centred on the tagline “It’s all around you,” and will be promoted with a multi-platform campaign appearing both through Bell Media radio and TV assets, at Toronto’s Yonge and Bloor TTC station and ads at Cineplex theatres in Toronto, Calgary and Vancouver.

The campaign is timed to launch with Space’s top series Doctor Who, which returns with new episodes on Saturday March 30 at 8 p.m., followed by the premiere of homegrown drama Orphan Black at 9 p.m.