Starz launches marketing initiative


Starz Entertainment on Monday unveiled a $25 million brand and marketing initiative that will include a new logo, a new on-air look and an integrated advertising campaign on-air and online.

The aim of the campaign is to "drive home the company's passion to bring the best entertainment experience to its viewers with a variety of different programming across multiple Starz delivery platforms," the company said.

Starz added that the yearlong brand campaign -- dubbed "Are You Ready?" -- is the company's largest long-term brand investment since 2002. The new identity will run across the six Starz standard-definition channels and the four HD channels, with the new logo debuting on-air April 2.