See ARN's advertising for their KIIS network
personBy James Cridland for media.info
access_timePosted 31 January 2016, 8.43pm est
ARN - the Australian Radio Network, which owns the market-leading KIIS brand - have shared details of their advertising campaign, as Australian radio goes back into a ratings period after the holiday season.
They launched advertising on TV, digital and social channels for breakfast and drive shows on stations across the KIIS National Network – KIIS 1065 Sydney, KIIS 101.1 Melbourne, 97.3FM Brisbane, Mix102.3 Adelaide and 96FM Perth.
Here's the TV ad now airing in Sydney, which does a clever job of promoting their major talents Kyle and Jackie O, alongside star interviews. Kyle and Jackie O are speaking at Radiodays Europe in March, by the way.
The Sydney campaign also features a number of public transport station takeovers. In Melbourne, the area directly opposite the popular Flinders Street station has been taken over with bright outdoor digital advertising. Brisbane and Adelaide also sport poster sites at major roads into the city and bus stops, while 96 FM continues being promoted in Perth.
ARN National Marketing Director, Anthony Xydis said this campaign is the most extensive since the KIIS National Network launched. In a press release, he said:
“These campaigns signify ARN’s ongoing commitment to invest nationally across our portfolio of brands and across multiple channels.
“In Sydney, a very competitive market, we chose a high impact campaign utilising digital outdoor as well as station dominations in the key transport hubs of Central and Parramatta. The campaign is further strengthened by TV which launched on Sunday evening and reinforces KIIS 1065 and the Kyle and Jackie O Show as the home of the world’s biggest stars.
“In Melbourne, with the launch of new breakfast team Matt & Meshel in the Morning teamed up with #2FM Drive Show Hughesy & Kate, we chose sites that would deliver maximum impact and reach for our core demographic. Flinders Street domination, above Young & Jackson with APNO, is a key element during one of Melbourne’s busiest periods.
“The entire campaign across all cities will be complemented by an extensive digital marketing and social campaign and will feature an expanding outdoor presence and TV campaign in the coming weeks.”
A commuter station takeover using the line "Hughesey and Kate for the drive home" doesn't suggest the best attention to detail.
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