ARN rebrand WSFM and Gold 104.3

Staff Writer

On Saturday night we told you that WSFM was rebranding, dropping 'Classic Hits' and moving to a 'Pure Gold' positioning statement.

ARN have this morning confirmed the move and also that Gold 104.3 Melbourne will be rebranding too.

An on-air and outdoor ad campaign starts immediately with a TVC for WSFM starting this Monday (April 28).

ARN’s National Marketing Director Anthony Xydis said current research showed that now was the perfect time to realign its stations to the Gen X demographic that are fans of the station, the 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.”

The playlists for both WSFM and Gold 104.3 have been adjusted over the past 6 months to include more hits from the 90s and 00s and are playing a more contemporary playlist with artists like Robbie Williams, Fleetwood Mac, No Doubt, ACDC, INXS and U2.

WSFM's breakfast duo, Jonesy & Amanda say: "We don’t want to toot our own horns – ok, yes we do… we think it’s fairly safe to say our show is relatable; a fun mix of information, entertainment and banter. And the music we play on WSFM are the soundtracks of our listeners lives, our own lives in fact, and have helped celebrate our milestones and continue to make us feel great right now."

ARN’s National Content Director, Duncan Campbell said:

"Continuing on with the launch of 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."

4KQ Brisbane and Cruise 1323 Adelaide will keep the Classic Hits positioning so the network will now be known as the Classic Hits Pure Gold Network.

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