Australian Radio Network (ARN) has rebranded Sydney’s WSFM station and Melbourne’s Gold with a dose of ‘Pure Gold’ in a bid to align more closely with the station’s core Gen X audience.
The Classic Hits Network, which also reaches Adelaide and Brisbane, is now known as Classic Hits Pure Gold Network.
The re-brand is the second recent refresh for ARN which killed its Mix brand in Sydney to make way for the new KIIS 1065 station. The station, which features Kyle & Jackie O at breakfast, is now the top FM station in Sydney overall.
Duncan Campbell, ARN’s national content director, said: “Continuing on with the launch of KIIS 1065 in Sydney this year where we created an incredibly strong and engaging offering for the 25 – 44 demographic, we now take the next step in strengthening our brand for the 40 – 54’s.
“This rebrand is evidence of ARN’s continued belief in both Jonesy and Amanda and Brig and Lehmo and our investment in marketing is testament to, what we know, are world class stations and shows.”
The long-running breakfast shows Jonesy & Amanda and Brig & Lehmo are the focus of the marketing campaign, with on-air and outdoor ads in market now. A digital launch and TV campaign for WSFM will start on April 28.
Jonesy & Amanda, who took equal first place in Sydney’s breakfast ratings in the previous survey, have been on-air together for nine years while Brig & Lehmo have a five-year on-air partnership.
Anthony Xydis, ARN’s national marketing director, said current research showed now was the perfect time to realign the stations, music and talent with Gen X.
“The strategic platform for the rebrand focuses on the idea that WSFM and GOLD curate the experiences that are so defining for our listeners,” Xydis said.
“Whether they’re laughing at the genuine camaraderie of the presenters, or listening to music they know and love, they’re listening in the ‘now’, and their ‘now’ feels like pure gold.”
Over the past six months the playlists on the two stations have been modified in line with the rebrand strategy to feature more hits from the 90’s and 2000’s.