Nova refreshes brand and kicks off marketing push as it looks to cement fresh hits music position

Nova Entertainment has relaunched its Nova brand for the first time in over six years as the radio brand seeks to remind audiences of its fresh music positioning via a new marketing campaign.


The new Nova branding aims to reflect the radio network’s broader audience appeal

Speaking to Mumbrella, Tony Thomas, Nova Entertainment chief marketing and digital officer, said the brand refresh was driven by audience behaviour change and the changing market landscape.

“Our intention with the the new branding just in terms of the iconography was to soften it up and give it a little more energy,” he said.

“It reflects a broader appeal, it’s more contemporary in mind than the previous brand, it reflects where the brand is now as compare to five years ago.”

The new branding replaces the well-known Nova boy logo.


The old Nova branding

While radio is primarily an oral medium, Thomas said a visual branding was still “hugely important”.

“We’ve worked very hard over the last three years so people can experience our brand out and about on the street, at live music events,” he said.

“For me it’s really important to bring a physical experience to a media brand, it allows you to bring the personality of that brand to people where they are. It’s hugely important.”

Nova’s new brand will extend across all touch points from on-air programming, new mobile apps, desktop, mobile sites, social platforms and across all signage, merchandise and street teams.

The brand refresh is accompanied by a marketing effort which has seen the radio network draw on global music talent for a TV ad shot by Kontented in Sydney, LA and London.

“We’ve built the TVC to cement our freshest hits music position in the marketplace,” said Thomas.

“We’ve enlisted the support of Ed Sheeran, Katy Perry, Chris Martin, Little Mix, Illy to bring the promotion and endorsement of our freshest hits music position. That’s going to be a big and impactful TVC that cements us as the big hits music network.”

Nova’s Red Room with Ed Sheeran live from Sydney Opera House is the first major event supporting the brand refresh.

Thomas said: “We’re using out-of-home to create recall and top of mind for our presenters. Again taking the approach of being out and about on the street where people are listening to create as much recall for our shows.”


Thomas continued: “Then digital is to really drive listenership. Digital is absolutely about downloading apps and creating an environment where there is an opportunity for people to listen.

“And social is all around content marketing – bringing our presenters and show content which we produce into video content to all social environments.”


Nova will be measuring the campaign’s effectiveness across three categories: revenue, ratings and image.

“There are three major metric categories for us. The obvious one is ratings, it’s obviously very important for a media company,” said Thomas.

“We track our image continuously on a range of different metrics and have dozens of metrics in place around image we’ve generated as a result of the campaign.

“We’re a business that is looking to continually drive revenue and continue to grow our revenue position.”



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