Bel RTL: revitalising a strong radio brand

Bel RLT, a Belgian French-language commercial radio broadcaster, had in recent years experienced a fall in listeners. It lost its market leadership to Vivacité and Nostalgie. 

Bel RTL contacted Think BBDO asking for a thorough review of its brand identity to try to curb the fall.

Our solution

Think BBDO started by making an in-depth analysis of the problem. Conclusion: the core target group of Bel RTL simply didn’t identify with the radio channel’s existing positioning. 

Based on these insights, we helped Bel RTL develop a new, more contemporary positioning. The core target group can relate to it, but it also takes into account various different generations.

The new brand positioning led to the creation of a new slogan, ‘Vos meilleurs moments’ (your best times) and a new contemporary design. Think BBDO also redesigned the logo: ‘Bel’ was moved up to the same level as ‘RTL’, we chose a more contemporary red and the famous hot air balloon was also restyled. 

An evolution rather than a revolution, supplemented with a modern style guide, with fresh colours and a more direct tone of voice.

Branding.

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