Perth’s 96FM invites listeners to ‘experience the change’ as part of brand shift
ARN’s Perth radio station, 96FM, has shifted its focus to pop and modern rock and internalised its news service as part of a major brand re-positioning.
The radio station’s re-position features the tagline ‘Perth’s Real Gold’ and aims to provide listeners with a distinct musical offering that celebrates the heritage of the brand.
As well as the musical change, two journalists, Kema Rajandran Johnson and Maddie Bourke, have joined the station to internalise its news offering.
The news, which was previously from the 6PR news room, will now be delivered by the two journalists in the breakfast radio and drive slots, respectively.
Duncan Campbell, national content director for ARN said the music change was decided based on listener feedback.
“We’ve embraced the rock heritage of the original 96FM, playing only Perth’s Real Gold with the return of the always popular ‘No Repeat Workday'”, Campbell said.
“This is exciting for 96FM and for Perth audiences and when they experience the change they’ll hear a playlist full of the music they love.”
Commenting on the appointments of Johnson and Bourke, Campbell said in a release: “We also welcome Kema and Maddie to the 96FM news team and, in doing so, increase the quality of our news service and further strengthen our local connection with our audience.”
The campaign will push the rebrand across Adshel’s furniture as well as through digital.
topics
96FM
ARN
Australian Radio Network
Kema Rajandran Johnson
Maddie Bourke
Perth
Perth radio
Perth's Real Gold
I hope your change is what I’m hoping for. I’m born and bred sandgroper so grew up with you when you first started when FM made it here. I will say just this, no one wants to turn radio up for bowie and then play bieber next. Yeah right ill give you one more chance
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Err 96fm never played Bieber.
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I saw this “Have you experienced the change?” ad on a bus today. “The Change” – LOL – I genuinely thought it was an ad for menopause medication/therapy. Surely I’m not the only one.
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