SCA confirms rebranding of LocalWorks stations to Triple M | radioinfo

SCA confirms rebranding of LocalWorks stations to Triple M

Monday 26 September, 2016
Photo: Shutterstock

Southern Cross Austereo has confirmed from 15 December 2016 it will deliver a cohesive rebrand of its stable of regional radio stations.

With 43 stations, the Hit Network will become the largest radio network in Australia and with 35 stations, Triple M will become the second largest radio network.

In what will be one of Australian media’s biggest brand moves by streamlining its brand portfolio, SCA will significantly enhance the value of its brand assets.

Building on its existing seven Hit branded stations, the Hit Network will expand from December to encompass an additional 34 regional stations, all of whom are currently branded as either, Sea, Hot or Star.

Sea FM Gold Coast and Sea FM Gosford will take on board the Hit network brand look and feel, overtly becoming part the hit music group of stations embracing its colour palette, design elements and collateral but will retain the Sea FM name.

Also from December 15, 2016, 25 of SCA’s ‘LocalWorks’ stations, will take on the Triple M brand as reported earlier by radioinfo.

Four heritage stations; Townsville’s 4TO, Gosford’s 2G0, Newcastle’s KOFM and the Gold Coast’s Gold FM all which operate in highly competitive markets will retain their original station name but move to the iconic Triple M colour palette.

The regional Triple M stations will continue to offer their well-loved local performers and a wide variety of music and shows retaining the focus on ‘everything local’, but in addition, with the Triple M rebrand, listeners can expect bigger prizes and experiences, more sport, live events and fresh music features.

SCA’s Rick Lenarcic, Head of Regional Media said:

We are really excited to announce expansion of the Hit and Triple M radio Networks in one of Aussie media’s biggest brand plays.

"We firmly believe that by aligning our regional stations to either the Hit or Triple M brands, we will not only deliver better content to our regional audiences, but also be easier to do business with, given we will be streamlined to two strong brands.

"For the first time, our audiences and advertisers will identify and engage with brands that are both local to their region and national.

"We look forward to unveiling the brands and their associated marketing campaigns and collateral a bit later on in the year.” 

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Eugene Delargy
26 September 2016 - 11:23pm
Rebranding regional stations shows how SCA have failed to educate their clients what each station means and how they fit into their market and network.

The change the names of long operating stations is a simplistic move to pander to the inexperienced and uninformed young advertising types based in metro markets buying airtime of regional stations.

If they can't work out where a station fits within a network, they should try a little harder, it's not difficult.

When you rebrand, your brand value begins from zero. What a costly blunder to destroy value in your company.
Eugene Delargy
26 September 2016 - 11:27pm
Oh and Bundaberg, has had Hitz 93.9 since 1992, SCA keen to curry up market confusion there?
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