ARN extends national marketing campaign as ratings return

With the radio ratings officially back, the battle begins.

An hour after Southern Cross Austereo revealed the Hit Network rebrand, rival Australian Radio Network announce a “bold marketing investment” for its KIIS and Pure Gold networks.

The creative is an extension of the previously announced blitz in January before COVID-19 arrived and marks the next phase of Jase & PJ’s ‘They’re always up to something’ campaign.

ARN says the marketing campaigns will roll out in all metro markets, starting with new TV spots for KIIS 1011’s Jase & PJ in Melbourne and KIIS 1065’s Kyle & Jackie O in Sydney.

Developed with BWM Dentsu Melbourne with ARN’s marketing and content teams and Jase & PJ, the mockumentary style TVCs bring to life the show’s positioning.

The campaigns will run across TV, large format, street, transit, print, digital and social.

ARN chief Ciaran Davis said the investment was part of the broadcaster’s strategy to “harness the proven power of advertising” and “maintain the network’s dominant position”.

“Investing in advertising is an investment in our company’s future growth because we know that advertising works,” Davis said. “Every business is scrutinising their investments closely to make sure every dollar spent is delivering a strong return.

“We talk to clients every day, encouraging them to continue spending as we know the benefits of advertising in an economic downturn. It’s natural that we should do the same”, he said.

ARN will also launch campaigns for WSFM’s Jonesy & Amanda, GOLD104.3’s Christian O’Connell, 97.3FM’s Robin, Terry & Bob, Mix 102.3’s Jodie & Soda and 96FM’s Botica’s Bunch.