96FM launches ‘Experience The Change’ campaign for new Perth’s Real Gold positioning

Australian Radio Network (ARN) has launched a new 96FM marketing campaign, inviting listeners to ‘Experience the Change’ and introducing ‘Perth’s Real Gold’.

ARN said it has listened to Perth’s feedback and responded, shifting its music to focus more on pop rock/modern rock, giving 96FM a unique music position in the market and reigniting the strength and heritage of the brand. 96FM Perth’s Real Gold is all about the music, better music and more of it with a whole new playlist and the return of the “No Repeat Workday” guarantee.

The launch has been kicked off with Adshel street furniture and a targeted digital campaign in market from today.

In addition to the music changes, 96FM has also announced the internalising of their news service in 2017, officiallywelcoming two new journalists, Kema Rajandran Johnson and Maddie Burke, to the team this week. Previously the news was sourced via the 6PR news room.

ARN National Content Director, Duncan Campbell, said: “We’ve changed the music on 96Fm in response to listener feedback and we’re confident that Perth will love the new sound. 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”.

“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. 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.”