Oct. 15, 2012, Baltimore, MD – RLTV, the only cable network and online destination for adults 50+, is introducing a new brand identity November 1. The rebrand includes a new logo, graphics package and color palette for on-air, online and print. Also included is a new music signature and branded voiceover talent for the network. Underscoring this RLTV initiative is a new tagline, Experience Matters, and a core group of ‘R’ words and imagery that reflect RLTV’s mission and target audience aspirations and experiences.
“Our REDEFINED brand, RLTV: Experience Matters, celebrates the extraordinary experiences of this powerful 100 million and growing population of Boomers and Seniors with television and online content that is RELEVANT to their life stage. They’ve told us that they very much want a content experience that matters to them, one that is inspiring, informative, engaging and, yes, REALISTIC,” said Paul FitzPatrick, RLTV’s president and chief executive officer. He cited a 2012 Nielsen study on Boomers which included a ‘Happier with Age’ analysis from ‘The Economist’ magazine, that starting at age 50 and into their ‘80s, Generation 50+ is increasingly happier with age.
Added EJ Conlin, Senior Vice President, Marketing and Communications, “One of our core REDESIGN objectives was to align the RLTV mission with a visual and aural experience that would RESONATE with the Generation 50+ audience--voice, tone, talent, music and pacing, graphics, colors. But we also focused on establishing a brand tagline that would succinctly REFLECT two goals: describe the essence and value of our audience and invite marketers and distributors to embrace this unique and powerful segment. Indeed their ‘experience does matter,’ that this experienced and discerning consumer group does and will increasingly make a difference to their business objectives.”
RLTV created its rebrand strategy after conducting consumer research earlier this year evaluating audience and brand attributes and expectations. The network developed the rebrand in conjunction with Agency Five0, an agency of top creative talent that specializes in the 50+ demographic.
About Agency Five0
Agency Five0 is the first creatively driven company focused on consumers 40 to 65. With clients like Coca-Cola, American Express, Pfizer and RLTV they are fast becoming the recognized experts in creating marketing and advertising communications that experienced consumers find relevant, compelling and persuasive. While the marketing world is still calling this group “Boomers”, Agency Five0 has nicknamed them “The Big Fish”. To find out why, go to www.agencyfive0.com.
RLTV (www.rl.tv) is the only cable network and online destination for adults 50+, offering a unique brand of programming and content that mature, experienced and knowledgeable viewers appreciate and desire. The network’s Emmy Award-winning programming focuses on everything from financial planning and second careers to travel and entertainment; from health and wellness to issues and engagement.
McReynolds Elek Communications for RLTV
New RLTV logo with tagline Experience Matters can be downloaded here: http://www.flickr.com/photos/rltv/