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New GOLD in Sydney,
Familiar voices remain,
Songs unite cities.

ARN unveils Gold101.7 TVC to support WSFM rebrand in Sydney
ARN has launched a new television commercial (TVC) in Sydney to mark the transformation of WSFM into GOLD101.7.
The TVC prominently features the Breakfast duo Jonesy & Amanda, and carries the tagline 'New Look, New Sound, New Faces'. The campaign is designed to reassure listeners that despite the rebranding, the station will retain its familiar voices.
Lauren Joyce, ARN's Chief Audience & Content Officer, stated that the campaign reflects the station's evolution while maintaining 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. This campaign brings the GOLD brand to life, uniting Sydney and Melbourne under a shared passion for great songs and real connection," Joyce said.
The GOLD101.7 TVC is supported across multiple mediums, including out-of-home, transit, television, social media, digital platforms, print, and radio. This multi-channel approach aims to ensure broad reach and engagement with the audience.
The rebrand from WSFM to GOLD101.7 was announced in late 2024. The rebranding targets a younger audience aged 25-54 while aiming to maintain the station's existing listener base. The station's strategy is to appeal to both new and loyal listeners with its refreshed identity.
In Melbourne, GOLD104.3 has also launched a marketing campaign using the LESS / MORE creative framework. As part of this campaign, Christian O'Connell invited listeners to contribute creative slogans for GOLD104.3's marketing efforts. Selected submissions are displayed on digital outdoor sites, showcasing slogans such as 'Less Stress, More INXS' and 'Less Traffic Jam, More Pearl Jam'.
Jonesy & Amanda continue to be on air on GOLD101.7, while Christian O'Connell broadcasts on GOLD104.3. Both shows are available from 6-9am or via the iHeart app, providing listeners with flexible options to tune in.
The campaigns in Sydney and Melbourne are part of ARN's broader strategy to strengthen the GOLD brand across key markets.