Broadcast media advertising platform Australian Traffic Network has rebranded after almost three decades to reflect the evolution and future direction of the business.
Now known as atn, the brand has also added the tagline "gets attention".
Supporting the new brand positioning and identity, atn has also strengthened its sales team, appointing former senior Are Media executive, Karen Holmes, as national sales director; former oOh!media national head of agency sales, Wade James, as group sales director for Victoria and South Australia; and former Nine group business director, Heidi Sayers, as NSW sales director.
Media, agency and marketing executives attended an event held at Sydney’s Catalina restaurant for the unveiling of the new atn last night.
atn CEO Vic Lorusso, said the brand change from Australian Traffic Network to atn is about drawing a line between the past and the future.
"Traffic will always be a core part of who we are - it's in our DNA," he said.
"But now, we’re more than just traffic, integrating into other high attention content like news, weather, sport and new fuel watch bulletins. Atn is all about the content Australians lean-forward for every day."
Larusso said from this coming Monday, the brand will be offering atn-style integration with a new multicultural radio content offering, reaching 24% of Australians who speak a language other than English.
Atn will be broadcasting nationally in languages including Italian, Arabic, Cantonese and more.
“A business like ours needs a brand that talks to the scope and scale of our offer – we’re truly unique in our ability to deliver broadcast reach; speed to scale; premium content; and intense message attention at the same time; so the move from Australian Traffic Network to atn was a no-brainer for us," he said.
“This is as much a restage of our business as it is a rebrand. Everything we are doing is designed to reflect the renewed energy and commitment to atn customers – ensuring their brands get the attention they deserves day in, day out.”
Rebrand agency partners Andrew Wynne and Simon Rush of JOY, said the idea that atn ‘gets attention’ is a brand truth in more ways than one.
"In addition to earning attention through seamless integration into lean-forward content, atn has a wealth of data and neuro insights into attention itself," they said.
"They get how attention works, and how they give brands an attention advantage at scale, at speed.”
Part of the ASX-listed Global Traffic Network Group, atn has traffic reports spanning more than 200 capital city and regional radio stations across major radio networks and the Seven and 10 TV networks.
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