While the station has a fresh name, look, and sound, it remains the home of the familiar voices they know and love.
ARN has launched a new TVC in Sydney to mark the transformation of WSFM into GOLD101.7, reinforcing the station’s refreshed identity as part of the unified GOLD brand.
Featuring breakfast duo Jonesy & Amanda, the TVC brings the tagline “New Look, New Sound, New Faces” to life, reassuring listeners that while the station has a fresh name, look, and sound, it remains the home of the familiar voices they know and love.
The GOLD101.7 TVC launched this week on broadcast television and is being supported across all mediums – out-of-home, transit, TV, social, digital, print, and radio.
ARN announced the rebrand of WSFM to GOLD101.7 in late 2024, aiming to connect with a younger 25-54 audience while maintaining its listener base. The TVC is part of a broader marketing campaign designed to strengthen GOLD101.7’s presence in Sydney, ensuring a seamless transition for existing listeners while attracting new ones.
In Melbourne, GOLD104.3 has also launched a new marketing campaign reinforcing its position as the home of great songs that refuse to age, whatever era they’re from. Using the LESS / MORE creative framework, the campaign delivers playful messaging and visuals that tap into cultural and musical references.
As part of the campaign, Christian O’Connell invited listeners to share their own creative slogans for the station’s marketing. The best submissions are now showcased on digital outdoor sites across Melbourne.
With lines like ‘Less Stress, More INXS’ and ‘Less Traffic Jam, More Pearl Jam,’ the slogans reinforce GOLD104.3’s core promise – JUST GREAT SONGS.
ARN’s chief audience and content officer, Lauren Joyce, said the campaign reflects the evolution of the station while staying true to its heritage.
“Sydney listeners have loved WSFM for decades, and GOLD101.7 builds on that legacy with a fresh, dynamic energy while keeping the music and personalities they know and trust," she said.
"This campaign brings the GOLD brand to life, uniting Sydney and Melbourne under a shared passion for great songs and real connection.”
Credits
GOLD101.7 Campaign
Chief Audience & Content Officer – Lauren Joyce
Head of Brand Marketing – Donna Gordon
Senior Brand Manager – Erin Donati
Senior Marketing Executive – Alicia Brown
Head of Creative Production – Sean Vandenberg
Creative Director – Ante Miocic
Sound Design – Todd Falusi and Anthony Badolato
Production Company – Entropico
Design – Gabrielle Revell
Media Agency – Initiative
GOLD104.3 Campaign
Chief Audience & Content Officer – Lauren Joyce
Head of Brand Marketing – Donna Gordon
Senior Brand Manager – Erin Donati
Senior Marketing Executive – Alicia Brown
Head of Creative Production – Sean Vandenberg
Creative Director – Ante Miocic
Design – Mikey Fleming
Media Agency – Initiative
