Will ‘Foxtel for Everyone’ rebrand revolutionise TV?

“Foxtel has something for every Australian taste”

Foxtel yesterday launched a new look and new strategy designed to signal to consumers that Foxtel is for everyone.

Here is the edited Foxtel release detailing the rebrand strategy:

• Regardless of genre, budget or personal circumstance, Foxtel has something for every Australian taste.

Actors Lily Sullivan, Madeleine Madden and Ruby Rees, the stars of Foxtel’s upcoming drama Picnic at Hanging Rock, which has just finished shooting, were special guests at the unveiling of a dramatically different new Foxtel brand and logo symbolising a major turning point in Foxtel’s delivery of content across multiple touchpoints.

Foxtel’s new logo

Foxtel partnered with design business Maud on the creation of its new visual identity, designed to better reflect Foxtel’s more open and inclusive service offering.

As a major part of its new strategy, Foxtel also announced the arrival of a revamped internet-delivered TV service, Foxtel Now.

FOXTEL NOW: Foxtel chasing bigger audiences with cheaper packages

Foxtel CEO Peter Tonagh said, “We believe everyone deserves to experience the world’s best entertainment.

“Foxtel offers award-winning homegrown drama, plus the best choice in live sport, new movies, new shows and complete seasons. Unfortunately, not enough Australians are able to enjoy this incredible programming.

“We think it’s time to change that, so we’ve taken some big steps to diversify our service to offer the biggest, most affordable range of options for everyone.

“Now all Australians can watch what they want, when they want and where they want at a price that suits them best, from low-price, no-commitment, HD streaming up to a state-of-the-art viewing experience via our cable and satellite iQ3 set-top box.”

Foxtel also reaffirmed its ongoing commitment to bringing the best in local and international programming. Foxtel invests more than $100m each year on original Australian programs, outside news and sport, and its Foxtel Original productions have garnered numerous industry awards in recent years.

Photo: Foxtel CEO Peter Tonagh with the managing director, Foxtel customer and retail, Mark Buckman at the Foxtel rebrand event

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