ARN’s ‘Pure Gold’ network reveals new music positioning

The Australian Radio Network has created a new music positioning for Sydney’s WSFM and Melbourne’s Gold radio stations.

The campaign builds on the 2014 launch of the brand positioning ‘Pure Gold’

‘Better Music and More of it’ builds on the 2014 launch of network’s the ‘Pure Gold’ directive, which aims to position the network as music-led.

As part of the new music positioning, a campaign will run across outdoor, digital and social to target Gen X with contemporary music, content and branding.

Duncan Campbell, national content director at the ARN, said the latest work was part of a strategy to connect with Gen X audience.

The music positioning: 'Better music and more of it.'

The music positioning is ‘Better music and more of it’

“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,” Campbell added.

“We are now playing more music than ever with a strong focus on what our audience love from the 80’s, along with the best hits of the 90’s and 2000’s.”


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