One of Australia’s largest broadcast media advertising platforms, Australian Traffic Network, has rebranded to ‘atn’ to reflect the future direction of the business as it expands its service offering.
Accompanying the new atn brand is the tagline ‘gets attention’, which atn says underlines its new promise and positioning.
Atn CEO Vic Lorusso, who is a familiar voice to Sydney motorists for decades, said the new brand is about “drawing a line between the past and the future”.
“Traffic will always be a core part of who we are – it’s in our DNA. But now, we’re more than just traffic, integrating into other high attention content like news, weather, sport and new fuel watch bulletins. Atn is all about the content Australians lean-forward for every day,” Lorusso said.
“From Monday 18 November we’ll be offering atn-style integration with a new multicultural radio content offering, reaching 24 per cent of Australians who speak a language other than English. Atn will be broadcasting nationally in languages including Italian, Arabic, Cantonese and more.
“A business like ours needs a brand that talks to the scope and scale of our offer – we’re truly unique in our ability to deliver broadcast reach; speed to scale; premium content; and intense message attention at the same time; so the move from Australian Traffic Network to atn was a no-brainer for us.”
Part of the ASX-listed Global Traffic Network Group, atn is one of Australia’s largest broadcast media advertising platforms with traffic reports spanning more than 200 capital city and regional radio stations across major radio networks and the Seven and Ten TV networks.
Supporting the brand makeover and expanding service lines, atn has strengthened its sales team. This year it appointed former senior Are Media executive, Karen Holmes, as national sales director, and former oOh!media national head of agency sales, Wade James, as group sales director of Victoria and South Australia, and former Nine group business director, Heidi Sayers, as NSW sales director.
Lorusso explained atn is going through a ‘restaging’ of its business proposition. “Everything we are doing is designed to reflect the renewed energy and commitment to atn customers – ensuring their brands get the attention they deserve day in, day out,” he said.
Atn worked with branding agency JOY on the work. “The idea that atn ‘gets attention’ is a brand truth in more ways than one,” JOY agency partners Andrew Wynne and Simon Rush said. “In addition to earning attention through seamless integration into lean-forward content, atn has a wealth of data and neuro insights into attention itself. They get how attention works, and how they give brands an attention advantage at scale, at speed.”
Media, agency and marketing executives attended an attention-grabbing event held at Sydney’s iconic Catalina restaurant for the unveiling of the new ‘atn’.
Atn is the presenting partner of B&T’s CMO Power List.
