ARN launches new KIIS network national campaign

•  ARN’s Kyle, Jackie O, Hughesy, Kate, Matt and Meshel attract outdoor spend

Australian Radio Network (ARN) has launched new marketing campaigns for the KIIS Network across all markets as part of its ongoing growth Train Station Takeover-strategy and continued investment in its brands and talent.

The campaigns, which launched on Monday January 18, to coincide with the first day back for all on air talent, include targeted outdoor, 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.

In Sydney, the KIIS 1065 campaign will roll out in phases with the first stage of the outdoor campaign having launched on Monday January 18, to coincide with the return to air of Sydney’s #1FM breakfast team Kyle & Jackie O and #2FM Drive show team Hughesy & Kate.

The Sydney campaign has featured station dominations at key train stations, Central and Parramatta, and a powerful presence across the Adshel Rail and Adshel Live Digital networks along with high impact APNO large format outdoor.

In the very competitive Melbourne market the strategy is to drive awareness of the entire KIIS 101.1 offering over the coming months beginning with a highly impactful outdoor domination on Flinders Street, above Young & Jackson.

For Brisbane and Adelaide it is a similar approach with high impact campaigns planned and led by a strong outdoor strategy.

In Perth, the media investment in 96 FM continues across TV, outdoor and digital, off the back of an extensive campaign launch in late 2015.

ARN national marketing director Anthony Xydis said this campaign is the most extensive since the KIIS National Network launched.

“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.”

KIIS 1065 TVC credits
Creative Agency: JOY
Production: Brilliant Films

Hit play to watch one of the campaign ads below.

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