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

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 seen increased traffic of 37 per cent since April.

Sales have increased substantially over the past five years, reflecting the demand from advertisers to guarantee their message reaching their clients. The Abel & Elinor breakfast show, which was changed last year to have both a male and female presenter, has taken Malta’s radio waves by storm and turned these presenters into celebrities. Captain Drew’s new show was launched last year and was 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 Eden Arena – as Bay 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 talents. Companies requiring promoters, personalities, and advertising endorsement would be able to work with Bay Artists to find the right artiste.

Another new initiative, and the most challenging one in the new Bay brand strategy, is the launch of a new mobile phone operation: Bay Mobile. Bay Mobile is a mobile telephony targeting young people and will be launched later this year. www.baymobile.com.mt