ARN rebrands WSFM and GOLD

The Australian Radio Network (ARN) is targeting Gen X listeners by rebranding stations WSFM and GOLD.

In a marketing campaign entitled Pure Gold, ARN has adjusted the playlists on both WSFM and GOLD, adding tracks from the ‘90s and 2000’s and incorporating artists such as U2, No Doubt and Robbie Williams. The playlist modification is now in its sixth month on-air, while an outdoor advertising campaign will go live for GOLD today before a digital and TV launch for WSFM next Monday (April 28).

ARN’s National Content Director Duncan Campbell says, “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.”

Sydney’s Classic Hits WSFM has been presented by Brendan ‘Jonesy’ Jones and Amanda Keller for the past nine years, their breakfast show topped the first Radio Ratings Survey this year in a tie with fellow ARN hosts Kyle and Jackie O, at their new home of KIIS 1065, while GOLD breakfast in Melbourne has been presented by Brigitte ‘Brig’ Duclos and Anthony ‘Lehmo’ Lehmann for the past five years.

ARN’s National Marketing Director Anthony Xydis says, “The strategic platform for the rebrand focuses on the idea that WSFM and GOLD curate the experiences that are so defining for our listeners. 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."