Australian Radio Network (ARN) has announced a new music positioning for its Pure Gold Network stations through the launch of some new marketing campaigns.
The campaigns for Sydney’s WSFM and Melbourne’s GOLD104.3 aim to reinforce the “Better Music and More of It” positioning with refreshed playlists across both stations, along with a mix of outdoor sites across key traffic areas in each market, and tailored digital and social elements.
The repositioning is the first for the Pure Gold brands since ARN re-launched them in 2014, and is a clear sign of a fight back against rise of NOVA Entertainment’s rival brand, smoothfm.
ARN national content director Duncan Campbell said the new positioning is part of the company’s key strategy for the Pure Gold Network to be music-led stations that connect with the Gen X audience.
“At their heart, WSFM and GOLD104.3 are committed to playing the music each city loves, complemented by the strong connection our audiences have with on-air talent, Jonesy & Amanda in Sydney and Jo & Lehmo in Melbourne,” he said.
“We are now playing more music than ever, with a strong focus on what our audience love from the 80s, along with the best hits of the 90s and 2000s.”