ARN launches a pop-up digital station to support a SA Health campaign.

A few days ago, an avid reader of radioinfo, Jono, wrote to us saying that he’d come across a new digital station in Adelaide called Tumbleweed that played great walking music. Did we know anything about it?

Well, after doing some digging around, we found out that it is indeed a new DAB+ station. The name Tumbleweed was just a place holder for the station to be called be active radio.

It is a pop-up station dedicated to SA Health, and the reason why Jono thought that the music was great for walking is because it exists to promote SA Health’s ‘be active Walk Yourself Happy’ campaign.

Duncan Campbell, national content director at ARN, says, “Be active radio is another example of ARN using digital assets to create an engaging integrated content solution for our clients.

“We are proud to be launching be active radio for SA Health – a practical extension of their be active Walk Yourself Happy campaign.”

Be active is the fourth DAB+ station ARN has launched. Earlier this year the radio network sent live pop-up station IHR2 Festival as Mix 90’s became a stand-alone digital station.

ARN also launched Chemist Warehouse Remix for client Chemist Warehouse on the back of the success of Chemist Warehouse Mix90’s.

Be active is a multi-platform execution with the Adelaide-based digital offering complimented by a mobile site to allow online listening on the go.

The station is also available on desktop computers via a dedicated page on mix1023.com.au.

The launch of the site is supported by an outdoor advertising campaign featuring QR codes to enable easy access to the mobile site.

SA Health launched the station yesterday at an event in Adelaide’s Rundle Mall with listening stations set up for station sampling and giveaways of pedometers and digital radios.