COGECO CABLE TO REVAMP IMAGE
By Adnews Staff
The Canadian Radio-television and Telecommunications Commission approved Cogeco Cable Inc.'s acquisition of 25 Ontario cable systems from Rogers Cablesystems Ltd. last week. With the purchase finalized, Cogeco will change the name of the company outside Quebec from Cablenet to Cogeco Cable Solutions. In Quebec, the company will continue to be known as Cogeco Cable. Cogeco's purchase, initiated last fall, includes 302,000 cable users concentrated in regions around Ottawa, Cornwall, Peterborough, Niagara Falls, Sarnia and North Bay. The addition brings Cogeco's subscriber base up to 770,000. Two extensive campaigns are planned to support both the purchase and the Cogeco brand. To introduce the company to the ex-Rogers subscribers, Cogeco will advertise in print, radio and direct mail, while a branding campaign using print, radio, direct mail and some TV will appear in Cogeco markets. Both campaigns are set to begin this week. In addition, Cogeco has redesigned its corporate logo and will be modifying its trucks, signage and on-air image. The Bimm Communications Group of Toronto handled Cogeco's advertising. Based in Montreal, Cogeco cable provides services to subscribers in Ontario, Quebec, Saskatchewan, Alberta and B.C.