ARN has ramped up its efforts to engage Gen X in a rebrand of Classic Hits WSFM and GOLD.
 
Te stations will now become the Classic Hits Pure Gold Network and expand their playlists to include music from Robbie Williams to Fleetwood Mac, No Doubt to ACDC, and INXS to U2.
 
A marketing campaign for the rebrand begins immediately on-air and via outdoor advertising, while a digital launch and TV campaign for WSFM begins Monday 28 April.
 
ARN’s National Marketing Director Anthony Xydis said current research showed that now was the perfect time to realign its stations to the Gen X demographic that are fans of the station, the talent and music.
 
“The strategic platform for the rebrand focuses on the idea that WSFM and GOLD curate the experiences that are so defining for our listeners.”
 
ARN’s National Content Director, Duncan Campbell said the positioning of WSFM and GOLD continues ARN’s strategy of making its brands even more distinctive by creating different offerings for different audiences.
 
“Continuing on with the launch of KIIS 1065 in Sydney this year where we created an incredibly strong and engaging offering for the 25 – 44 demographic, we now take the next step in strengthening our brand for the 40 – 54’s.”