Chemist Warehouse in exclusive branding deal with new Mix digital station

The Australian Radio Network is about to launch two new digital radio stations, Mix90s and Mix80s. In a new business model for digital radio, the Mix90s station has been designed in conjunction with advertising and communications agency Quattro Group, exclusively for Chemist Warehouse. The station, named Chemist Warehouse MIX90s, will offer Chemist Warehouse and its suppliers a platform to not only enhance customers’ in store experience,  but to remind them of offers and promotions available in store when they are listening to digital radio anywhere.

 

As part of the deal, Chemist Warehouse is guaranteed 100% commercial exclusivity on the station, as well as promotional support on the Mix Network nationally, a dedicated microsite for live streaming and inclusion in all MIX smart phone applications.  The deal is locked in for a year.

 

Chemist Warehouse MIX90s will air in store at Chemist Warehouse shops nationally, as well as being available right across the DAB + Spectrum in Sydney, Brisbane, Melbourne and Adelaide for lovers of MIX programming – in this case upbeat music from the 90s.

 

ARN Chief Executive Officer Ciaran Davis says: “At ARN we are doing things differently and are constantly striving to offer our advertisers integrated marketing opportunities with our listeners.  Digital radio in Australia offers ARN the perfect platform to extend its Mix brand beyond FM while offering our clients new routes to market.” 

Peter Quattro CEO of Quattro Group is upbeat about the partnership. “This is an outstanding opportunity, for our client to enhance shopability and provide consumer engagement through path to purchase.”

 

“Chemist Warehouse is about offering the largest range of health & beauty brands at guaranteed lowest prices,” according to Chemist Warehouse COO Mario Tascone. “We are also committed to keeping healthcare affordable for all Australians. In Store radio provides our valued suppliers a real opportunity to connect with the customer where it really counts – on the shop floor.”

 

ARN’s current dual brand strategy of MIX and Classic Hits, reaches over 4 million listeners, and the company is hoping this new target segment will bring in more listeners as well as revenue. The company is thought to be also negotiating to form the same kind of station wide branding deal with another business for the soon to be launched Mix80s channel.