WSFM and Gold rebrand to target Generation X

WSFM Pure Gold rebrand outdoor ad - bus stop exampleAustralian Radio Network (ARN) has today announced it is rebranding classic hits WSFM and GOLD stations, in a change that will see the stations add more contemporary music to the line up.

The rebranded radio network will be called Classic Hits Pure Gold Network and will see a marketing campaign for the rebrand begin immediately on-air and via outdoor advertising. There will also be an ARN digital launch and a TV campaign for WSFM begins next Monday, April 28.

ARN’s national marketing director Anthony Xydis said research showed that now was a good opportunity time to realign its stations to the Gen X demographic in both talent and music.

“The strategic platform for the rebrand focuses on the idea that WSFM and GOLD curate the experiences that are so defining for our listeners. Whether they’re laughing at the genuine camaraderie of the presenters, or listening to music they know and love, they’re listening in the ‘now’, and their ‘now’ feels like pure gold,” said Xydis, in a statement.

Over the past nine years Sydney’s WSFM breakfast presenters Brendan ‘Jonesy’ Jones and Amanda Keller have built a strong brand and loyal audience tying with Kyle and Jackie O on KiisFM last ratings survey for number one in FM, while their Melbourne counterparts, GOLD breakfast presenters Brigitte ‘Brig’ Duclos and Anthony ‘Lehmo’ Lehmann, have also built a strong audience in the five years they’ve been on air.

GoldOne of the key parts of the rebrand is that the playlists on both WSFM and GOLD have been changes, with more contemporary music added from the 90’s and 2000’s.

ARN’s National Content Director, Duncan Campbell said the positioning of WSFM and GOLD continues ARN’s strategy of making its brands even more distinctive by creating different offerings for different audiences.

“Continuing on with the launch of (sister radio station) KIIS 1065 in Sydney this year where we created an incredibly strong and engaging offering for the 25 – 44 demographic, we now take the next step in strengthening our brand for the 40 – 54’s. This rebrand is evidence of ARN’s continued belief in both Jonesy and Amanda and Brig and Lehmo and our investment in marketing is testament to, what we know, are world class stations and shows,” said Campbell.


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