103.1 FM The BreezeRadio Station Brand Identity2002 THE CHALLENGE to create a brand identity and awareness for a new radio station in the Calgary market, using print materials only. The materials had to generate sufficient interest about the new radio format to sell ads and solicit listenership in advance of the station going live. THE KARO SOLUTION Karo first identified the target market for The Breeze: the 35+ year-old demographic. We've used lifestyle-oriented photography for print ads that conveyed the experience of listening to The Breeze, with real-life models and situations to create relaxed, care-free moments. The tagline, “Get Carried Away” was developed to further emphasize the user experience. The station’s logo was designed to be contemporary, easily identifiable and memorable. This logo was carried over to all corporate stationery, creating a strong, cohesive identity. THE RESULT Through a campaign that involved outdoor media, transit posters, print ads and direct marketing materials, Karo created a successful awareness of a new player in Calgary’s crowded radio scene. The lifestyle photography and logo tested extremely well among targeted users. Karo’s fully rounded pre-launch campaign helped The Breeze establish a strong presence on air and around town. They have since hired Karo to develop a second flight of advertising to further strengthen their brand and increase their market share. 
|
 “Karo created a really distinctive brand identity. It immediately spoke to our target audience and helped position the station as a fresh, new alternative.” Pat Donelan Station Manager  |
| http://www.thebreeze1031.com/ |
