Bauer Media repositions local radio portfolio

Bauer Media has repositioned its local radio portfolio in a bid to engage a wider audience.

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As part of the changes, the company is also introducing a new visual and sonic logo, a multi-platform digital offering and an experiential street team.

The move is part of Bauer Media's new strategy to focus on audience growth and expand its local portfolio.

From January 2015, Bauer Place will have two new brand extensions in each city for a wider market of listeners.

For example in Liverpool, in addition to Radio City on FM, there will be Radio City 2 on AM, appealing to a 45- to 64-year-old audience. The third station, Radio City 3 will offer an entry point to the brand for 15- to 25-year-olds on DAB.

Bauer Media is also launching new websites for each of the stations across the three networks. This will include new apps that will enable listeners to access all three services from one app.

A rejuvenated street team for the portfolio will also support the local radio network offering experiential contact with the stations and creating user-generated content.

Nick Button, the marketing director for Place, said: "This multi-platform brand identity is vibrant, cohesive and really unifies our extended Place local radio offering while maintaining what’s at the heart and soul of every single local Bauer station – their relationship with their listeners and their locations."

Bauer Media’s Kiss national network already has two sub-brands, Kisstory and Kiss Fresh.

Earlier this week Global Radio announced plans to launch Smooth Extra, another sub-brand.

The group, which owns Capital and Classic FM, will initially broadcast a Smooth Christmas station on national DAB from Saturday. Smooth Extra will replace the Christmas station on 27 December.

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