Nova promotes consistency in hosts and fresh music in 2018 lineup

Nova is celebrating consistency in radio host lineup and music credibility in 2018, refusing to rest on its laurels and live off last year’s success, says marketing boss Tony Thomas about the network’s latest campaign.

Building off last year’s brand relaunch, the campaign will see the return of Nova Red Room stars – including Ed Sheeran, Sam Smith, Shawn Mendes, Chris Martin and Little Mix – in a television advertisement to air nationally this Sunday.

The ad complements a widespread out of home marketing campaign, featuring Nova’s breakfast and drive show hosts across the country. Last year Nova’s drive show hosts Kate Ritchie, Tim Blackwell and Marty Sheargold finished with a strong position in drive across the country.

While other networks will look to establish awareness and familiarity with new hosts, Nova’s marketing strategy this year aims to build on the momentum of last year. In February last year, the network relaunched its Nova brand for the first time in more than six years, seeking to remind audiences of its fresh music positioning.

Thomas told Mumbrella that strategy had worked.

“We know that reinforcing and positioning the network around the music network and then continuing to grow awareness, recall and familiarity, a love for our shows around the country, is the right strategy,” Thomas said.

“It takes a long time to build a relationship between the shows and listeners. For people to be familiar with the shows, know what they should expect from the shows, takes out that ability to churn across stations. For us familiarity and consistency across stations is important and luckily this year we have the same shows right around the country with no changes so that’s a really big advantage to kick the year of.”

Thomas added the appearance of Nova Red Room stars in the television advertisements works in a mutually beneficial way.

“For those artists to come on board and support us is a big thing for us, and we don’t take that lightly. For us, reflecting the stature of those music artists is a really important thing that drives the image for over overall brand.

“It’s a really important part of their music discovery as well as their success as music artists is to ensure we get their music out to as many people as possible. The relationship works both ways really.”

But he said there is definitely “no complacency” on the network’s part: “We are really happy with the audiences and the position we ended up last year as. We’ve always going to continue to challenge ourselves to ensure we deliver bigger things than we did the year before.”

During 2018, Thomas said advertisers will know what they get from the Nova brand. He says music credibility and a consistent network brand are the two differentiators.

“It’s not a discrepancy of audience from one to the next. We have a very consistent image, very consistent audiences around the country and that’s a really important thing for what is often a national approach to advertising on network,” Thomas said.

The out of home campaign and digital marketing campaign commenced on February 4, and the television advertisement will air on February 11.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.