93.5FM NOW FLOWING
By Adnews Staff
Canada's first urban format radio station hit the Toronto airwaves Friday night when FLOW 93.5 FM began broadcasting. Toronto-based operating company Milestone Radio launched the new station at precisely 9:35 p.m. offering listeners a music format that includes R&B, Hip-Hop, Reggae and Soca. The launch of the station is being promoted with a traditional advertising campaign as well as on the street promotions, said Nicole Jolly, marketing director for FLOW 93.5. Traditional advertising include television, billboard, transit and print executions. The ads read "R&B, Hip-Hop, Reggae, FLOW 93.5." The campaign's creative is designed to let consumer know "we're here and here's what we play," Jolly said. FLOW 93.5 is also promoting itself through a street team. The team will travel to malls, schools and events giving away prizes and promoting the station. Advertising for FLOW 93.5 is done by Taxi Advertising & Design. Public relations are being handled by DBA Communications, both of Toronto.