TV3 becomes Three

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At midnight last night, TV3’s transformation into Three went live. “With a new brand and new look it’s unlike anything we’ve done before,” says MediaWorks corporate comms manager Will Seal.

“Some might call it a re-brand, but we think it’s a little bit more than that.”

MediaWorks chief content  officer Andrew Szusterman said: “After nearly 15 years, what we have no longer reflects our channel.


“We need a brand that reflects our strategy of entertaining and informing New Zealanders, one that creates a world where our amazing content feels at home.


“It needs to be like us, vibrant, playful and inspiring, more than just a number and bigger than the sum of its parts – parts Kiwis know and love like Jono and Ben, 7 Days, Family Feud, The Bachelor NZ, The Block NZ, Westside and Newshub.”

Chief marketing officer Andy Brown said: “That’s why we’ve created Three. “It’s an entire world for our content to live in, one that reflects who and what we are. We’re a channel that entertains and informs Kiwis with the best local talent and content.”


At midnight the TV3 audience started seeing a whole new visual identity on Three and 3’s on-demand ThreeNow VOD service, as well as online at the new one-stop-shop www.ThreeNow.co.nz – a simplified, streamlined website for on-demand programming, TV guides and extra content.

Media campaign
To support support the launch, MediaWorks is running an extensive on-air, OOH (street posters, digi billboards), radio, digital, social and publicity) campaign.

Video


CREDITS

Brand Development and campaign

Chief Marketing and Data Officer: Andy Brown
Chief Content Officer: Andrew Szusterman
Creative Director: Ant Farac
Creative team: Juita Tambunan and Andrew Bunyan
Marketing Manager: Rebecca Saunders
Assistant Brand Manager: Lily Kingston
Head of Communications: Charlotte McLauchlan
Communications Manager: Will Seal

Campaign

Producer: Hayden Gudsell
DOP: Duncan Cole
Stills Photographer: Stephen Tilley
1st Camera Assistant: Matt Hunt
2nd Camera Assistant: Issac Williamson
Gaffer: Tony Lumsden
Stylist: Terese Tomlins
Stylist: Natasha Guttenbell
Stylist News: Sarah Stuart
Lead Set Designer: Angus Kerr
Co-Designer: Rita Soromenho
Snr Hair & Makeup: Kath Gould
Behind the Scenes Producer: Patrick Caldelari
Behind the Scenes Director: Shay Logan
Musical performance: Ladi6

Brand switch-on

Promo team, marketing team, comms team, programming, trade marketing, broadcast engineering & presentation team, digital technology team.


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