Trinity Mirror will “rebrand” its UK-based Birmingham Post and Mail Ltd, changing the name to Bpm Media (Midlands), in an effort to show off the company's progression to a multimedia business with print and online products, HoldtheFrontPage.co.uk reported Tuesday.

Bpm Media (Midlands) will also be the new trading name for the Birmingham Post, Mail Ltd and Birmingham-based titles and products. In addition, TM's Midlands operation will also change its name to Trinity Mirror Midlands Ltd.

“This is an exciting time for Bpm Media and Trinity Mirror Midlands. It reflects our ambition to prosper as a true multimedia publisher of scale,” a spokesman for the company stated, according to HoldtheFrontPage.co.uk.

The new branding is also connected with next month's move of the Birmingham business to its new address in Fort Dunlop, along with a large investment in new editorial, advertising, and production systems in the Midlands.