SPACE has gone through an evolution and was being offered to the Sci-fi junkie. Now with and aim to be a prime-time player it launched a rebranding campaign to position itself in the prime-time marketplace with newly made acquisitions and the new original series Orphan Black.
The new branding was meant to reflect the channel's increased focus on fantasy and "phenomenal" programs by downplaying sci-fi imagery, in favor of scenes incorporating tangible, real-life imagery depicted in "phenomenal" means .The other line up of shows included Doctor Who, Star Trek, The Castle and Doctor Strange, Grimm and Merlin to name a few.
The campaign carried the line 'It's all around you' which was more than a tag line but a brand mantra. Following through on the brand promise the campaign was conceptualized to emotionally connect with a wider non space centric audience.
