A bit cheeky, but clever

Z95.3 ad, Metro, Vancouver, British Columbia

Broadcasting in Canada is a complicated and confusing business. And mergers and regulations make it even more so.

In 2013, the Competition Bureau granted Bell Media permission to buy Astral Media, the former operator of the Virgin Radio stations in Canada. One of the conditions was that a few stations had to be sold off. CKZZ, the station formerly known as Virgin Radio in Vancouver, was one of the stations. As Bell Media has the rights to the Virgin Radio brand in Canada, the station had to be re-branded.

And if you are going to re-brand why not take a swing at your old name, especially since Bell will likely re-brand one of its stations in Vancouver with the Virgin Radio name. I think this is brilliant.