Rogers is repositioning itself, launching a new campaign around the tagline “Live Like Never Before.”

With media by OMD and creative from Publicis, the new tagline is designed to be adaptable to all lines of business from the company, for example this morning’s Next Box 3.0 launch will be promoted with the copy “Record like Never Before,” Shelagh Stoneham, SVP and general manager of brands and marketing communications, Rogers, tells MiC. The launch campaign for the Next Box 3.0 will live on print, digital and OOH.

Stoneham says the new tagline was developed based on the insight that Rogers customers are forward-minded and embrace change.

“The tagline focuses on our customers and their experiences with Rogers, rather than being comparative in nature,” she says.

The new tagline will also support the company’s “Ultimate Rogers Roamtrip” with the header “Roam Like Never Before.” The Facebook contest allows people to enter for the chance to win $5,000 to put towards a trip in the US as well as a Galaxy Note 8.0 LTE tablet and Galaxy S4 smartphone.

Rogers will also use the new tagline in back-to-school campaigns in the coming weeks, starting with a “Student Sharing” video promoting the perils of sharing everything with a housemate for the company’s Unlimited Student Internet Plan. The video will be supported with an online media buy on sites like YouTube, Funny or Die and AOL.

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