The Pet Network readies rebranding
Toronto-based specialty television channel The Pet Network will relaunch on Nov. 12 with new branding, a new visual style and a modified program schedule. The brand is intended to depict the channel in a brighter, cleaner and more playful way and to appeal to adults between the ages of 25 and 54. Updates include a redesigned website at <http://www.thepetnetwork.tv>, on-air creative and a new channel IDs. The new creative was developed by Hidef Productions of Victoria. "This repackaging communicates the strength of The Pet Network's program offering and reinforces our commitment to the brand mission of delivering stories that foster compassion, care and a deeper understanding between people and their pets," said Jenny Norush, marketing director at Stornoway Communications, parent company of The Pet Network. The relaunch will be supported with a new marketing campaign tied to a free preview that will run on Rogers from Nov. 29 to Feb. 5. A consumer contest called "The Pet Network Talent Search" will begin on Dec. 3, Viewers will be invited to submit videos of their pets doing tricks for the opportunity to appear on air. In addition, the channel as signed-on as the broadcast media sponsor of the 2013 All About Pets Show, which will take place in March in Toronto.