What's New
BY Sarah Patterson April 26, 2024
What's New August 29, 2022
smoothfm extends to Brisbane, Adelaide and Perth with new marketing campaign
Nova Entertainment is extending smoothfm across Australia with all new live and local content in Brisbane, Adelaide and Perth for breakfast, all supported by a multi-million dollar marketing campaign.
The new markets beginning on September 5th will now have live breakfast shows hosted by broadcasters, Kate Mac in Perth, Nick Michaels in Brisbane and Kellie Golding in Adelaide, providing local connection and content for listeners in these states.
The brand has attracted a highly engaged audience across broadcast with 2.4 million listeners in Sydney and Melbourne, a 291% increase in cumulative broadcast listeners since launching in May 2012*, and a further 76% increase in audiences accessing the station via streaming from March 2020 to July 2022**.
Nova Entertainment Chief Commercial Officer, Nick Young said the brand expansion will provide advertisers with national opportunities.
“Whilst smoothfm has always been available to audiences outside of Sydney and Melbourne, with new breakfast shows and localised advertising output in five capital cities we now have a truly national proposition to offer advertisers,” said Young.
“With the addition of the smooth relax, smooth vintage and smooth 80s stations, we have a portfolio of ‘feel good’ content in brand-safe environments that we know our clients love.”
smooth will not appear on the FM waves in the cities included in the brand expansion, but through digital radio and smart speakers like Amazon’s Alexa that will be part of the marketing program.
smooth is partnering with Amazon Alexa to assist listeners in Brisbane, Adelaide and Perth in discovering the brand after recognising the opportunity presented by the growth of smart speakers.
An integrated partnership will see the ‘smooth stars’ promotion delivered nationally for the first time and with the help of Alexa on air.
Listeners will be taught how to engage with their Amazon device while listening to smoothfm.
Peter Charlton, NOVA Entertainment’s Chief Executive Officer said, “The organic discovery of smoothfm outside of its traditional FM heartlands has shown that the brand transcends geographies, with something for all Australians. With more and more listeners turning to DAB+, coupled with the rapid uptake of smart speakers and mobile devices for consuming audio, we felt the time was right to give smoothfm a national platform whilst ensuring a level of localness that our audiences expect.”
“The investment and focus for this launch is at the level we would see for a traditional broadcast brand campaign, which is a reflection of the scale of the opportunity NOVA Entertainment sees in taking smooth across the country. We can’t wait to bring the feel good to even more audiences.”
Listen to smoothfm Brisbane, Perth and Adelaide on digital radio, smart speaker or via the smooth player app.
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What's New
BY Sarah Patterson April 26, 2024
“Listeners will be taught how to engage with their Amazon device while listening to smoothfm.”
They need to also inform/remind people that many people have DAB+ in their cars and don’t even know it! As so much radio listening is done in cars it’s pointless just to tell them about smart speakers. They need to spell out to people in Brisbane/Adelaide/Perth that Smooth is available IN THE CAR for people with DAB+ in their cars. It’s surprising how many people have DAB+ in their cars and don’t even know it!
To me it’s been the biggest failure of Digital Radio adoption is not to properly explain what DAB+ is and that most new cars now have it!
Hold on. So will three markets have ‘smoothfm’ which cannot be found on the FM band? Surely not.
Really glad they snapped up Nick for this He’ll be a great fit.
Ace have been using the breakfast positioner ‘more music breakfast’ in Brisbane since beginning their lease with Nine in January.
Poor form by Nova to be that unimaginative to use the same.
Rethink required by Nova.
@Eleanor
Poor form from ACE actually. They stole the name from Smooth who have been using it in Sydney and Melbourne for the past 10 years. ACE also using easy place to relax on 2UE? Isn’t that Smooth FMs tag line?
I say good luck to them. I agree with AJ. DAB+ is in almost every new car and I remember seeing once that 30% of cars have DAB+ and the drivers don’t even know it exists. I would kill for DAB+ in my car.
Smooth really need to push the DAB+ in the car part of that multi-million dollar marketing campaign they talk about. It might be a huge benefit for DAB+ in general. But reading between the lines. It’s all about making money now. Not the content or the listener. Sad.