Foxtel has launched a campaign to introduce a new positioning and logo.
The rebrand follows Foxtel’s merger with pay-TV operator Austar.
Foxtel has dispensed with the orange colouring and search lights in its logo, and gone for a metallic sheen.
The new logo is similar to that of UK pay-TV broadcaster Sky, also controlled by News Corp, which is metallic and features two joined up letters.
Foxtel had not answered Mumbrella’s questions on whether the brand revamp was designed to look like Sky’s at the time of writing.
Ed Smith, Foxtel’s executive director of sales and marketing, said in a statement:
“We’re taking this opportunity to change the way we communicate. Throughout July and August, you’ll see big bright images and content in our marketing, simplicity and playfulness in our language, using style and fun to cement our positioning as Australia’s best entertainment company.”
A promo video was made internally by Foxtel Creative, not by the brand’s ad agency Clemenger BBDO Sydney.
Three words that sum up the Foxtel brand are entertaining, playful and ingenious, Smith said.
The rebrand is to coincide with improvements to its products and technology, he added.
Smith said: “All our marketing touch points will now be working together, consumer, business and customer marketing activity all aligned, supported by PR and activity across the platform, all united in telling the great story of Foxtel.”