The New Bedford Area Chamber of Commerce is now doing business as the SouthCoast Chamber.

The Chamber's Board of Directors voted Thursday to re-brand the organization. Chamber C-E-O Rick Kidder says the change comes after a six month review process. He tells WBSM News, the new name has everything to do with marketing.

"This is part of a marketing effort, not a part of anything that sends a message otherwise. What we're looking to do is to expand our membership and expand our market," said Kidder.

The New Bedford-based Chamber has also reached an agreement with a Chamber on the Cape that will increase membership for both chambers. If your business joins one of the chambers you are automatically joining the other with no extra charge.

Kidder says the SouthCoast Chamber is also reaching out to the Bristol County Chamber in Fall River to increase its political clout. "We are in the process of finalizing an agreement to create something called the Southeastern Massachusetts Legislative Chamber Alliance, so that together we have a louder and more unified voice on Beacon Hill."

Kidder adds the official name of the Chamber will remain the New Bedford Area Chamber of Commerce, but it will now do business as the SouthCoast Chamber.

It will also create a new logo and marketing materials.