Over the last few years, one of the Eden Leisure Group’s top brands has started to shine brighter than ever before. 89.7 Bay, Malta’s top independent radio station for young people, has established itself as a dynamic, young station, consistently delivering great product to its listeners and clients alike. According to the Broadcasting Authority’s and the Media Warehouse surveys, its audiences are ever increasing and its brand too, has become well established, synonymous with being young, fresh and on-the-edge.

A few months ago, 89.7 Bay rebranded itself with a new logo, a younger, more contemporary look that reflects its dynamic nature. At the same time, 89.7 Bay relaunched its website (www.bay.com.mt), which has, since April, seen increased traffic from unique visitors of 37 per cent.

Sales for Bay have increased substantially in the last five years, reflecting the demand from advertisers to guarantee their message getting to their clients. The Abel and Elinor breakfast show, rebranded in the last year to have a male and a female presenter has proved to take Malta’s radio waves by storm and has built a celebrity status around these personalities. Last year, Captain Drew’s new show was launched, proving another massive hit. Its effective advertising campaigns have established Bay as an innovator and leader in the field.

Using this strong brand image to its advantage, the Eden Leisure Group has rebranded the Eden Arena – to the Bay Arena. A spokesperson for the Eden Leisure Group stated: “The arena is a venue with caters to all sorts of events, particularly parties and concerts, which shares the same target market as 89.7 Bay. With such synergy in our products, it makes sense to share the same brand name, and Bay’s strong brand with strong connotations to the youth market, lends itself well to the arena”.

The Eden Leisure Group is also launching new initiatives that will fall under the Bay Brand. The first is Bay Artists, a personal management agency for a select number of models and personalities. The agency will manage their portfolios and source work for them, suited to their skill. Companies requiring promoters, personalities, and advertising endorsement would be able to work with Bay Artists to find the right talent.

Another new initiative, and the most challenging one within the new Bay brand strategy is the launch of a new mobile phone operation: Bay Mobile. Bay Mobile is a mobile telephony targeted towards young people and will be launched later this year. For more information log on to www.baymobile.com.mt.