MONTREAL — On August 31, Bell Media’s French-language V network (acquired from Groupe V Media earlier this year) will become Noovo, Bell announced Wednesday.
The conventional TV network is assuming the brand of its digital counterpart Noovo.ca to establish a single brand in Quebec for Bell Media’s French-language service. Viewers will be able to access the integrated brand’s content at any time, on any screen, says the news release.
“We are taking the innovative step of transforming an existing local digital brand into an integrated multi-platform destination, allowing us to build an even stronger connection to our audiences,” said Karine Moses, president of Bell Media Québec, in the news release. “Noovo is an authentic and engaging brand that speaks to a new beginning. We look forward to enhancing Noovo’s already wide range of entertaining programming with new original productions by local creators.”
“Noovo already has strong awareness among the coveted 18-to-34 year-olds demographic, and now we will grow the brand to represent an even wider audience,” added Stéphane Boulay, senior director of marketing and creative at Bell Media. “We’ve created a contemporary visual identity and a marketing campaign that highlights the brand’s modern, inclusive nature. More than ever, Noovo is about ‘nous’ (‘us’), and the ‘C’est nous’ campaign invites both the public and our programming stars to take ownership of the brand in that capacity.”
Following a teaser campaign that began August 6, Noovo will replace V across all platforms as of August 31. Created by the Bell Media Agency team in Québec, the rebrand will be supported by an advertising campaign, delivered via radio, TV, out-of-home, movie theatres, magazines, and the web. The “C’est nous” campaign features Noovo’s homegrown stars and promotes the new fall programming lineup premiering on September 14.
