• by David Goetzl  @dgoetzl, April 1, 2008

Liberty Media's Starz brand is launching a $25 million image campaign, its largest marketing effort in six years. And in September, Starz will debut its first original drama series: "Crash," based on the Oscar-winning film.

The marketing campaign includes a new logo and on-air look--to be displayed first in on-air promos that debut April 2. Five days later, five 30-second spots will populate broadcast and cable networks. Broadcast spots will run in syndicated entertainment programs as well as late-night shows. An online aspect takes off April 14. A trade element is also on tap.

All communications will carry a new "Are You Ready?" tagline. Kirshenbaum Bond & Partners is the agency on the campaign.

The upgraded on-air look will span across the six Starz channels and four HD sister networks.

Liberty is increasingly investing in Starz--launching original programming for the first time this year, starting with two half-hour comedy series in January. In late 2006, it started Overture Films, where first-run productions air on the Starz fleet. Starz traditionally has featured hit Hollywood films, acting as an exclusive first-run outlet for a slew of leading studios.

"The new brand campaign is the culmination of an evolving process for Starz," said Nancy McGee, senior vice president, marketing. "Clearly, we are not the company we were 18 months ago ... This long-term brand investment was a natural next step ..."

The "Crash" series will include the film's director, co-writer and producer Paul Haggis and co-writer and producer Bobby Moresco.

Starz emphasized that its commitment to offering big-time films will continue. "No Country for Old Men," "Spider-Man 3" and "Ratatouille" are on the coming-soon docket.