Fiveaa brand refresh: David & Will first up, now Rowey & Timmy G’s turn

Earlier this year, Nova Adelaide refreshed the brand identity for its Adelaide AM commercial talk station Fiveaa.

The first part of the campaign was new marketing for the breakfast show David & Will. The campaign returns to market this week with consumer ads promoting the drive show, Rowey & Timmy G.

The rebrand is driven by Nova’s marketing team which was named Marketing Team of the Year at the ACRA radio awards in Sydney on Saturday night. The marketing team is led by chief growth officer Adam Johnson and head of brand marketing Troy Pearce.

Behind the Fiveaa refresh

The plan was to promote the station’s lineup while paying homage to the station's previous logo and heritage.

Built upon the new tagline of Always Adelaide, the new direction celebrates the 'AA' branding by evolving the positioning on from the previous Talking Adelaide strapline.

The new logo maintains the well-established brand colours of red, black and white but now features a more dynamic word mark and a speech box that helps provide a modern interpretation of Fiveaa’s history and position in the market.

Adam Johnson, chief growth officer for Nova Entertainment said when the campaign first launched, "As Fiveaa looks to the future and is committed to serving the evolving needs of its audience, the brand refresh is a brilliant nod to the station's enduring legacy, while bringing the brand's identity into 2024 and beyond. 'Always Adelaide' and the associated ad campaign to launch it encapsulates Fiveaa’s continued commitment to Adelaide listeners. We researched the new direction heavily and the data suggest that current listeners love the new approach and that the new branding will also entice new listeners to the station."

Craig Munn, station manager for Fiveaa added, "We're extremely excited to reveal a fresh new look for Fiveaa that we believe aligns perfectly with our new, more contemporary station line-up. Led by our outstanding breakfast show in David & Will with the additions earlier this year of Jade Robran, Graeme Goodings and Jess Adamson to the extended breakfast team, Matthew Pantelis in mornings, new recruit Stacey Lee in afternoons, Rowey & Timmy G in drive, Leith Forrest in evenings and our entire content team, we're excited about what the future holds for the station and excited to share the new Fiveaa with the people of Adelaide."

The key Fiveaa weekday lineup

The Sports Wrap with Tom Rehn - 5.30am to 6.00am
Breakfast with David Penberthy & Will Goodings - 6.00am to 9.00am
Mornings with Matthew Pantelis - 9.00am to 12.00pm
7News Adelaide Bulletin on FIVEaa - 12.00pm to 12.30 pm
Conversations with Cornesy - 12.30pm to 1.30pm
Afternoons with Stacey Lee - 1.30pm to 4.00pm
Rowey and Timmy G - 4.00pm to 7.00pm
Evenings with Leith Forrest - 7.00pm to 12.00am

Fiveaa GfK Survey 6, 2024 highlights

• David Penberthy and Will Goodings are Adelaide’s #1 AM Breakfast Show (5:30am-9am) with a 12.2% share.
• Stacey Lee continues grew Afternoons Audience, up one point (1:30pm-4pm).
• Rowey & Timmy G (4pm-7pm) is Adelaide’s #1 AM sports show with a 7.2% share.
• Leith Forrest is Adelaide’s #1 Evening Show (7pm-12mn) with a 14.7% share.
• Angie McBride and Michael Keelan have Adelaide’s #1 Saturday breakfast show with a 15.1% share.
• Adelaide’s most streamed radio station in Survey 6.

See also: David Penberthy and Will Goodings power their FIVEAA breakfast show into a second decade