Radio Clyde, part of Bauer Media Scotland, aims to 'plant a flag in Glasgow city centre' from Monday when it marks a brand refresh with a week-long outside broadcast from Central Station.
The company has taken over a former ticket booth in the heart of Glasgow largest rail terminus from where it will broadcast its breakfast show for five days.
The aim of the exercise is to reinforce the station's local credentials and to stress them as a key point of difference between it and rivals such as Capital which are increasingly using networked content.
Bauer MD, Graham Bryce told The Drum: “We are very keen to get the local positioning right – this is the complete opposite to the likes of Capital in terms of strategy. We believe – and we have the research to prove it – that by focussing on a more local positioning encourages greater listener loyalty and engagement
“That is why we were keen to plant a flag right in the middle of the city centre. Rather than simply emulate the likes of Real with billboard advertising we wanted to bring our offering to life.”
As well as a new identity, which was developed by Edinburgh-based Multiply, Bryce has been refreshing the radio station's content over the last few months, the most significant move being the appointment of former Real breakfast host Robin Galloway to their drive-time spot. Meanwhile, the company also says another star performer Susie Maguire will be returning to the airways soon from maternity leave.
This formula they say has contributed to RAJAR success with the station increasing its reach to 558,000, giving it a seven point lead in terms of market share over its nearest rival.
Bauer now plans to role out this strategy to all its other stations in Scotland, but maintaining a 'think global but act local' emphasis.
“The brand architecture of each project will take local conditions into account,” said Bryce.
Another key mechanism for driving the revitalisation activity is new websites for each of the seven Bauer Media Scotland stations, which were designed by London-based Clicks Digital Solutions.
Features such as full page takeovers and a focus on video have been built in to deliver new creative options and audience reach. One of the biggest benefits to advertisers, Bauer claim, is a simplified sales process across all sites to make buying across the portfolio easier.
Bryce said: "We have completely revamped our websites to give us greater scope to extend on-air content online.
"We have also launched mobile applications and are expanding our live event business to ensure that our listeners can also experience our brand in an experiential way, not just over the airwaves."
Bauer's stations in Scotland are Clyde, Forth, Borders, Tay, Northsound, West Sound and Moray Firth.