Jim Pattison Broadcast Group has announced it’s rebranding as Pattison Media Ltd. to reflect the company’s evolution beyond terrestrial radio and television. The rebrand will take effect May 1.

“We are excited today to announce that our company is taking the next step in progressing from a broadcast company into a multi-platform media organization. As such, going forward, we will be known as Pattison Media”, said President Rod Schween, in a company announcement. “This new corporate brand symbolizes our commitment to nimbly navigate the new media and broadcasting landscape that we find ourselves in.”

The company has operated under the Jim Pattison Broadcast Group moniker for more than 20 years.

The new Pattison Media logo incorporates three “J’s” – a nod to owner Jimmy Pattison – which Schween said symbolize audio, video and digital, the three media components that are the foundation of the organization.

“The subtle ‘play button’ in the middle of the new mark is also a universal symbol of moving forward, which we wholeheartedly embrace as we prepare our organization for post-COVID times,” added Schween. “Over the past eight years, we have been growing, preparing, and reorganizing Pattison Media for the next evolution for our company. Our vision has always been that we need to grow beyond existing audio and video delivery platforms. The organization has, and will continue to have, a strong foundation in audio and video, but ultimately, we are a local content company, and that truly is what is at our core. Radio and television will be in our DNA for a long time to come, but especially since the arrival of the COVID pandemic, we have seen an acceleration of the changes in consumer habits, and therefore are committed to embracing and accelerating our involvement in new platforms.”

In support of the rebrand, the company is launching $16 million business revitalization campaign, AMPLIFY Canada.

The campaign will highlight the stories of local business, community groups and individuals who have amplified their communities in the 36 markets across BC, Alberta, Saskatchewan, and Manitoba where Pattison Media operates.

The 12-month initiative, launching on all Pattison Media platforms on Canada Day, will provide support in the form of PSA campaigns, news stories, business profiles, contesting, on-air announcements, online and social media campaigns, and podcasts encouraging consumers to “Think Local” first.

“I was fortunate to grow up in a local small business and without that experience, I doubt I would have the opportunities that I have been so fortunate to have experienced over my career. Local business is the cornerstone of the Canadian economy and the heartbeat of our country. We are very excited to give back to the organizations, the people, and the businesses that make our communities and country, the great place it is to live,” said Schween.

Each Pattison Media market will have its own locally-branded AMPLIFY website, designed by digital agency partner, Lift Interactive. Through a partnership with Everything Podcasts, Pattison Media will compile the most inspiring stories and bring them to life on the monthly AMPLIFY Canada podcast.

Members of the public will be called upon to nominate local businesses, non-profit groups, or individuals through Pattison Media websites, where they’ll be entered to win weekly and monthly prizes, culminating in a grand prize, valued at $10,000, to be awarded in June 2022.

Headquartered in Kamloops, BC, Pattison Media Ltd., is the country’s largest, private, western-based media company and a division of Vancouver-based Jim Pattison Group, which has grown to become the second-largest privately held company in Canada.

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