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Fight Network promotes new branding

Toronto-based specialty channel Fight Network has begun a rebranding initiative, which includes a new visual style and a campaign intended to attract new viewers. The channel specializes in combat sports such as mixed martial arts, boxing, wrestling and kickboxking. The campaign, developed by Brandworks of Toronto, features the network's new name, logo, graphics and identity. It includes brand activation, experiential marketing, public relations, advertising and special events. Promotional workers wearing branded sports equipment and travelling in a branded vehicle will conduct a series of interactive fight-themed street promotions during April. Brand Momentum has developed a website at <> at which consumers can track the locations of these events. Visitors can also enter an online contest by submitting a photograph of a street event. Public and media relations are being handled by The Siren Group. "We developed a campaign that was as edgy and as gritty as the new face of Fight Network," said Michael Clancy, a principal at Brandworks. "Fight Network offers an out-of-this-world experience of fighting and combat sports, and we were allowed to step outside the box and into the ring to create a campaign that was unique and compelling as the brand."

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