ARN embarks on marketing push ahead of radio ratings return

Australian Radio Network (ARN), parent company of Kiis and Pure Gold, has embarked on a marketing push for its networks ahead of the return of radio ratings in the coming months.

The campaigns will rollout into every metro market and in particular feature new TVCs for Melbourne’s Kiis 101.1 hosts Jason Hawkins and Polly ‘PJ’ Harding, or Jase and PJ.

CEO Ciaran Davis said the investment was part of the audio company’s plan to sustain its position of power in Australia.

“Since the last official radio survey in March, people have been listening to more radio than ever before as they spend more time at home. This has meant that ARN has seen record audience numbers and time spent listening to our stations across the KIIS, Pure Gold and The Edge networks, as evidenced in both CRA’s research and data from iHeartRadio,” said Davis.

“ARN is in a strong position but we never take that for granted. Investing in advertising is an investment in our company’s future growth because we know that advertising works. Every business is scrutinising their investments closely to make sure every dollar spent is delivering a strong return. We talk to clients every day, encouraging them to continue spending as we know the benefits of advertising in an economic downturn. It’s natural that we should do the same”, he said.

The ads for Jase and PJ will be the next phase of the ‘They’re always up to something’ brand position for the duo and see them riding a camel and celebrating the small things.

The campaign was developed with BWM Dentsu Melbourne, the ARN marketing and content teams and Jase and PJ themselves. The multi-channel campaign will roll out across TV, large format, street furniture, transit, print, digital and social in the coming weeks.

ARN’s head of consumer marketing Donna Gordon said, “We know investing in marketing delivers results and we’ve developed high impact campaigns to ensure our brands remain top of mind across the remainder of the year. For KIIS 101.1, we’re excited to launch the next phase of our ‘They’re always up to something’ campaign for Jase & PJ. The TVCs are fun and brilliantly showcase Jase & PJ’s humour and everything their audience love about the show. BWM Dentsu were fantastic collaboration partners- we valued their local Melbourne expertise and they instantly connected with Jase & PJ and the KIIS 101.1 brand.”

BWM Dentsu’s head of client experience Natalia Shore said: “We’re really proud to be collaborating with ARN on such a fun, crazy idea that really shows ‘They’re always up to something’ just like Jase & PJ do in their morning show.”

ARN have also launched a multi-channel marketing campaign for KIIS 1065 and The Kyle & Jackie O Show in Sydney, as part of the ongoing celebration of Kyle & Jackie O’s 20 years together. The campaign will run across TV, print, large format, digital and social.

Over the coming month, multi-channel campaigns will also be executed for WSFM 101.7’s Jonesy & Amanda in the Morning in Sydney, GOLD104.3’s The Christian O’Connell Show in Melbourne, 97.3FM’s Robin, Terry & Bob in Brisbane, Mix 102.3’s Jodie & Soda Breakfast Show in Adelaide and 96FM’s Botica’s Bunch in Perth.

Davis said: “This investment in marketing shows ARN’s commitment to remaining the leader in audio, which is demonstrated by the continued growth across our network offering. Retaining strong audience numbers across radio, digital, on-demand, music and podcast platforms is testament to ARN’s comprehensive audio content offering for audiences and gives our advertisers the best audio platforms to showcase their brands.”

KIIS 101.1 Jase & PJ TVC Credits:

ARN Marketing & Content Teams
Creative Agency: BWM Dentsu
Director: Grantley Smith
Production: Airbag
Media Agency: Initiative


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