Bauer Media to drop Big City Network brand
Bauer Media has announced two new national commercial radio packages as it begins to replace its Big City Network portfolio.
The two packages, Bauer Place and Bauer Passion, will aim to offer the media company a more personal approach to its programming, and allow its commercial offer to be better understood.
Financial brand Barclays is the first brand to sign a deal, working alongside Bauer Place.
The new portfolio structure has been in development for over a year as the company aims to develop more relevant programmes and increase interaction with its UK listeners across its 42 local, regional and national stations.
Through this Bauer hopes to be able to offer brands more targeted and measureable advertising packages.
Plans in place for the stations include the staging of local music events across cities such as Newcastle, Manchester, Leeds, Belfast and Glasgow, as well as an increase in the number of community focused local campaigns such as the Metro Radio Newcastle £1 million jobs project. An introduction of individual and bespoke mobile apps across its brand portfolio will also be developed.
Dee Ford, group managing director radio, Bauer Media commented: “We work relentlessly on the product and personality of each individual station to ensure it is reflective of either the passions of our listeners or the places where they live. The creation and launch of the Bauer Place and Bauer Passion portfolios will give our advertisers and partners measurable commercial advantage by allowing them to customise campaigns to reach and engage directly with their audiences through a mix of interests and geographic locations.”
The company also claims that the new portfolios will offer marketers more freedom to create customised advertising packagaes and engage and appeal to a range of comsumers across its media portfolio.