Brisbane Triple M: next stage of Totally Different marketing campaign

Triple M Brisbane is pleased with the response to its new branding and on air sound after nearly a week on air, and will introduce an advertising campaign and live audio streaming this week in the next stage of the station’s rebranding.

Program Director Rex Morris says: “Our exhaustive research has uncovered the fact that adult Brisbane radio listeners are sick and tired of listening to tightly formatted radio. So we have designed a radio station for adult men and women in Brisbane who currently do not have an FM station to listen to. The first phase of our new design is the music, with announcements on the Triple M breakfast show to be made in the coming weeks.”

The station’s website will become Brisbane’s only FM station to live stream on the internet when they begin broadcasting online from 5pm tomorrow (Friday 6 August).

The live streaming returns after a 4 year absence as part as Triple M’s “it’s totally different” positioning in the Brisbane market.

Promotions & Marketing Director Melanie Lindquist has told radioinfo: “Live streaming is a totally different way for listeners to hear the great music and entertainment on Triple M Brisbane. We can now be accessed via home and office computers and can be heard throughout the day by listeners who would normally not have access to a radio.

“Live streaming is part of the first phase of Triple M Brisbane’s marketing campaign and it is here to stay.”

Triple M Brisbane’s “it’s totally different” campaign began this week after station surveys indicated that Brisbane listeners were in search of something “totally different” from their radio station.

Strategically it pre-empts the launch of Nova into the Brisbane market in the same way as Triple M Adelaide did recently. After winning its Federal Court case about the use of the slogan ‘totally different,’ Triple M is now able to employ the same strategy in Brisbane.

Lindquist says there is a new marketing campaign “to communicate the new positioning.”

Phase One of the campaign kicks off with a series of TV commercials demonstrating the station’s music (click below for a sample – 1.2 Mb).

“The Freq Club will remain our primary promotional mechanic for listeners and targeting tool for clients.

“There will also be a strong outdoor presence with Street Freqs and Outside Broadcasts, particularly surrounding the biggest events in Brisbane – EKKA, Riverfestival and Riverfire.

“Phase Two of the campaign will be announced in the coming weeks.”

Listeners can access live streaming from tomorrow afternoon by clicking the website