Branding shift for Mix 94.5

TOP rating FM radio station Mix 94.5 has relaunched its brand in a move it claims better reflects its positioning in the market. Part of the listed Austereo Group Ltd, Mix 94.5 was the number one rating station in Perth according to the latest Nielsen Media Research survey, which found 17.5 per cent of listeners tuned into the station. Austereo general manager Linda Wayman said the success of the station did not mean it could rest on its laurels, and the rebranding came after a change in programming to lift the station’s contemporary appeal. Mix 94.5 has broadened the variety of music on its playlist. Ms Wayman said the rebranding was done through east coast agency Emery Frost, adopting colours used by Austero’s flagship eastern seaboard network MMM. She said that, while the east coast stations had increasingly moved towards a similar audience profile to Mix 94.5, there was no plan to change the Perth station into another MMM. Mix 94.5 has an outdoor and television campaign to promote its rebranding, though Ms Wayman said the spend on that campaign was in line with the station’s normal promotional advertising.