Is Christian O’Connell ‘Ready for Melbourne’?

ARN has launched its new marketing campaign – ‘Ready for Melbourne’ –  introducing Gold104.3’s ‘The Christian O’Connell Breakfast Show’ to the city.

The campaign represents one of the largest investments in market by ARN and will roll out in a number of phases including targeted TV, outdoor, transit, digital and social.

Through a series of Melbourne entrance exams, Christian O’Connell is tutored by his new sidekick, Melbourne-native Jack Post, in themes that shine a light on the idiosyncrasies of Australian culture including footy team names, colloquial nicknames and where to buy the best BBQ sausage.

ARN Chief Marketing Officer, Anthony Xydis said: “This campaign is asignificant media investment to launch Melbourne’s newest Breakfast show and aims to build familiarity with Melbourne for The Christian O’Connell Breakfast Show.

“Leveraging GOLD104.3’s established strength and popularity in the market, it was incredibly important that the creative elements of this campaign reinforce a simple key message that emphasises Christian’s unique Breakfast show is ‘Ready for Melbourne’.
“We wanted to share the honesty of Christian’s personality in his move to Melbourne, and his chemistry with Jack is a great glimpse into the show’s entertainment factor for audiences.
“The campaign is a key part of ARN’s strategy for GOLD104.3 in 2018 and reflects an ongoing investment in marketing nationally and in the competitive Melbourne Breakfast market.”


More on Christian’s first day on air HERE.


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