Australian Traffic Network rebrands after three decades
Australian Traffic Network has rebranded to simply ‘atn’ in a bid to “reflect the evolution and future direction of the business”.
The refreshed atn brand has also added the “gets attention” tagline, and is “about drawing a line between the past and the future” according to CEO, Vic Lorusso.
“Traffic will always be a core part of who we are – it’s in our DNA. But now, we’re more than just traffic, integrating into other high attention content like news, weather, sport and new fuel watch bulletins. Atn is all about the content Australians lean-forward for every day.
“This is as much a restage of our business as it is a rebrand. Everything we are doing is designed to reflect the renewed energy and commitment to atn customers – ensuring their brands get the attention they deserves day in, day out.”
The newly branded atn has also strengthened its sales team, appointing former senior Are Media executive, Karen Holmes, as national sales director; former oOh!media national head of agency sales, Wade James, as group sales director, Victoria and South Australia; and former Nine group business director, Heidi Sayers, as NSW sales director.
“From Monday 18 November we’ll be offering atn-style integration with a new multicultural radio content offering, reaching 24% of Australians who speak a language other than English,” Larusso continued.
“Atn will be broadcasting nationally in languages including Italian, Arabic, Cantonese and more.
“A business like ours needs a brand that talks to the scope and scale of our offer – we’re truly unique in our ability to deliver broadcast reach; speed to scale; premium content; and intense message attention at the same time; so the move from Australian Traffic Network to atn was a no-brainer for us.”
Rebrand agency partners, Andrew Wynne and Simon Rush of JOY, added: “The idea that atn ‘gets attention’ is a brand truth in more ways than one. In addition to earning attention through seamless integration into lean-forward content, atn has a wealth of data and neuro insights into attention itself. They get how attention works, and how they give brands an attention advantage at scale, at speed.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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