Astral Media

Challenge

Astral Media is one Canada's primary media enterprises. They are Canada's number one broadcaster of paid television and number one radio broadcaster, with 83 radio stations. Astral Media Display is among the most innovative businesses in the country.

Solution

NVI worked with Astral Media in two ways, the first was a review of their rich content portal, Radio Energie where we sought to optimize the presentation of the site for both visitors and search engines. The second was a viral marketing campaign which promoted a new season of the show Urban Legends (Légendes urbaines ) show on Canal D.

Results

The Radio Energie site underwent deep analysis that identified which primary actions needed to to put in place. SEO, usability, and accessibility were all improved considerably. Phase 1 consisted of a viral video promotion based on an urban legend, which lead to a lot of exposure and buzz in the blogosphere. In Phase 2 we exposed the rumour and announced the show's launch on Canal D.
This analysis allowed Radio-Energie to expand their content strategy. The Urban Legends show achieved the curiosity of millions through both the web and the mainstream media.