27/01/2025
Commuters setting off to work by train from Greater Manchester town Stockport this morning, were puzzled to see that they were apparently departing from “Scottport”.
The signage and information screens at the station have all been changed just for the day, in honour of DJ Scott Mills, who took over hosting the BBC Radio 2 Breakfast Show this morning. He succeeds Zoe Ball, who stepped down to focus on family.
In addition to the changes at the station, the bridge over the M3 at Fleet Services was also renamed for the day.
It took a lot of work overnight to change the town name briefly to Scottport but, as mayor of Stockport, Suzanne Wyatt felt that it was worthwhile. She told Mills on air: “I’m very happy. I think it makes people smile. The more we can do to make people smile, the better.”
Scott Mills himself also seemed a little bemused by the changes. Mills said he used to live “quite near” Stockport and described the changes as “bonkers” and “like a fever dream”, but he thanked all those involved in making the changes and said that: “This might be the best day of my life, apart from getting married.”
A 24-hour rebrand of a whole town is certainly unusual, but places are of course very often named after people. There are even many countries that are named after individuals, such as Boliva (Simon Bolivar) and Columbia (Christopher Columbus). Rather less common is to rename your town after a radio show, but that’s what happened to the New Mexican city which was incorporated in 1916 under the name Hot Springs. In 1950 it was renamed “Truth or Consequences” as the result of a radio show contest. That year the NBC Radio quiz show Truth or Consequences was coming up to its 10th anniversary. The host, Ralph Edwards, announced in March 1950 that he would air the program on its 10th anniversary from the first town that renamed itself after the show. Hot Springs officially changed its name on 31 March 1950 and the show was broadcast from there the following evening. The change apparently boosted the city’s profile and resulted in increased tourism.
A rebrand, even a temporary one, can bring attention to a place or product and even alter perceptions about it, for better or worse.
If you have any questions about branding or rebranding, we are happy to assist.
This article is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
