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Stratford Shakespeare Festival begins rebranding campaign

The Stratford Festival of Canada has changed its name to the Stratford Shakespeare Festival and begun a rebranding campaign in support of its 2008 season. In addition to the new name, the theatre festival has adopted a new visual identity for its marketing and communication materials, as well as a new tagline: "North America's Leading Classical Theatre." The creative makes use of Shakespearian images done in a pop-art style. "It is imperative our new brand identity not only support our vision but also strengthen and position the festival for success well into the future," said Antoni Cimolino, general director of the festival. "The festival's vision rests on three strategic pillars: a rededication to Shakespeare and the classics; opening the Festival up through national and international outreach; and attracting, developing and supporting the talent that is the strength of this theatre. Our new identity encompasses all of these." The branding and creative work was handled by Karacters Design Group of Toronto. Print, radio and interactive ads in an upcoming campaign will introduce the new branding. The campaign will run through to the end of the festival's season in southwestern Ontario and US states including Michigan, New York and Ohio.

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