ARN promotes Mix stations with campaign reminiscent of rival 2DayFM’s
The Australian Radio Network (ARN) has kicked off an outdoor campaign in Melbourne and Brisbane to promote Mix101.1 and 97.3FM giving two brand identities, with one aping a campaign from rivals 2Day FM.
In Melbourne the station is being promoted with new tagline ‘music that moves you’ while Brisbane uses the line ‘Get happy’, which draws parallels to the ‘happy’ campaign rival Southern Cross Austereo station 2DayFM ran after the departure of Kyle and Jackie O to ARN’s Sydney station KiisFM.
ARN national marketing director Anthony Xydis said: “Music that moves you is a fun and contemporary extension of our brand and is a true expression of our brand identity.
“Get happy delivers on this sense of fun and cheerfulness that reflects the 97.3FM brand.”
Melbourne breakfast hosts Chrissie Swan and Jane Hall are featured on the Melbourne billboards with Brisbane’s billboards featuring 97.3FM’s breakfast hosts Robin Bailey, Terry Hansen and Bob Gallagher.
“The 97.3FM Breakfast team of Robin, Terry and Bob are iconic faces in Brisbane and we wanted to build on the station’s successes of 2013,” said Xydis.
The new branding for both stations will be continue to roll out over the coming months.
Iris and Inside Out Media Group worked with ARN on the campaign.
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So what if this is the same as 2DAY-FM. No one in Brisbane could care less about 2DAY-FM. And Robin, Terry and Bob have consistently been on billboards and buses in SEQ for about five or more years, so there is nothing at all “new” about this.
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