Groupe Media TFO breaks new campaign
Toronto-based Francophone media company Groupe Média TFO has begun an advertising campaign to promote its recent rebranding effort. The new branding and the campaign use the tagline, "je-ne-sais-quoi télé," intended to refer to the "indefinable something" attending the French language and culture. The goal of the initiative is to raise awareness of the company's products and services among French-speaking residents of Ontario. The bilingual creative seeks to convey the "youthful spirit" of the company and its new programming. The advertising campaign and rebranding were developed by Lowe Roche of Toronto. "French makes everything special, a bit more seductive, a bit more daring, a bit more 'je ne sais quoi,'" said Monica Ruffo, CEO of Lowe Roche. "This campaign celebrates that quality, and everything that makes Francophone culture, the very heart of everything that TFO does, so appealing."