With its focus on animal companionship, Canadian specialty channel The Pet Network is partnering with a number of Canadian content producers, digital designers and national sponsors for its channel and online re-launch this fall.
Stornoway Communications-operated Pet Network will unveil new branding initiatives, a new programming line-up and a re-developed companion website on November 12.
The channel’s updated look was designed to work across media platforms and to resonate with the station’s adult 25-54 audience. The new creative was developed by Alisa Kerr, creative director of Victoria, B.C.-based HIDEF Productions Inc.
Channel IDs, tactical and image creative as well as The Pet Network’s redesigned website reflect the new look and feel.
“This repackaging communicates the strength of The Pet Network’s program offering and reinforces our commitment to the brand mission: delivering stories that foster compassion, care and a deeper understanding between people and their pets,” said Jenny Norush, Director of Marketing for Toronto-based Stornoway Communications, which owns and operates The Pet Network.
The rebranding effort will accompany the launch of The Pet Network’s new 2012-2013 program schedule. Don Gaudet, Stornoway’s Vice President of Programming, says the line-up has been reorganized to make it easier for viewers to find their favourite programs, and to encourage appointment viewing.
New program offerings in 2012-2013 will include the return of The Pet Network original in-house production Fido & Wine, a one-of-a-kind series for viewers who want to prepare healthy, homemade meals for their pets. Pet ER, a docudrama series on emergency veterinary medicine, produced by Newfoundland’s Best Boy Entertainment, will also return for a new season.
“Fido & Wine and Pet ER are unique, made-in-Canada titles unlike anything pet lovers will find elsewhere on TV,” Gaudet added. “We are delighted to have both coming back with brand new episodes.”
New program acquisitions include: Hope For Wildlife from Halifax, N.S. production company Arcadia Entertainment, a documentary series about Hope Swinimer’s unique wildlife rehab centre in Nova Scotia; Animal Cops: Houston, a documentary series following the work of Houston’s SPCA, from UK distributor ITV Studios International; and additional episodes of the viewer favourite Animal 24:7, a series on Britain’s RSPCA from UK distributor Electric Sky. In addition, the channel is acquiring new titles to refresh its line-up of animal movies on Sundays.
The Pet Network will also add new documentary titles to its popular ‘Pet Docs’ strand, including North Paws, from Nova Scotia’s Nexus Media, a film that takes a compelling look at the work of animal rescue volunteers in remote Northern communities, and Talent Hounds, from Toronto-based Hop To It Productions and BookShorts Inc., which explores the changing roles of dogs in human lives.
A new marketing and promotions campaign will support The Pet Network brand re-launch, as will a free preview on Rogers Cable from November 29 to February 4.
Chanel marketers add that a consumer promotion, The Pet Network Talent Search, will launch on December 3, inviting Canadians to share videos and other user generated content showing their pets’ best tricks for the opportunity to be showcased on air win prizes.
The Pet Network has also signed on as broadcast media partner for the 2013 All About Pets Show, dedicated to promoting responsible pet ownership, taking place March 2013 at Toronto’s International Centre.
Advertising, promotional partnerships and sponsorship opportunities with The Pet Network are available at launch, channel reps add, and on an ongoing basis.