Australian Traffic Network last night hosted key media, agency and marketing executives at Sydney's Catalina restaurant to celebrate the launch of a new brand identity that reflects the company's evolving promise and positioning.

The media business rebrands to 'atn', with the new name supported by the tagline 'get attention.

CEO Vic Lorusso explains that the rebranding signifies a transition from the past to the future, with atn now integrating into other high attention content such as news, weather, sport, and new fuel watch bulletins.

"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. But now, we’re more than just traffic," said Lorusso. "Atn is all about the content Australians lean-forward for every day."

From Monday 18 November, atn will be offering integration with a new multicultural radio content offering, reaching 24% of Australians who speak a language other than English. Broadcasting will be conducted nationally in languages including Italian, Arabic, Cantonese, and more.

The company has also bolstered its sales team, appointing Karen Holmes as national sales director, Wade James as group sales director for Victoria and South Australia, and Heidi Sayers as NSW sales director.

"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," Lorusso said.

The new identity was developed in partnership with creative agency JOY. Agency partners Andrew Wynne and Simon Rush 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 get how attention works, and how they give brands an attention advantage at scale, at speed.”

Atn is part of the ASX-listed Global Traffic Network Group, with traffic reports spanning more than 200 capital city and regional radio stations across major radio networks and the Seven and 10 TV networks.