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FM 97.7 aims to be "the sound of Calgary's iPod"

Buses covered in murals provided by Pattison Outdoor Advertising are currently driving around the streets of Calgary announcing the arrival of 97.7, the city's newest FM radio station.

The ads highlight the motto of the new spot on the radio dial: "It's all here. 97.7 Calgary FM. Your City. Your Music." Pattison and DSA Baron Communications worked with Rawlco, the owner of 10 radio properties in the region, on the launch campaign for a station that's billing itself as uniquely positioned to appeal primarily to Calgarians aged 25-54.

The new station was a year in the making, says programming director Doug Pringle. "As we started talking to Calgarians, it became apparent that a huge number of them were into guitar-based music that was driven by melody and lyrics. We looked at all sorts of music that qualified, across genres, music that you can find all over the radio dial in Calgary. But there's no one station that brings them all together because of their narrow formats." The result, he says, "is the sound of Calgary's iPod."

The outdoor campaign for 97.7 FM is skedded to continue through spring.

www.977calgaryfm.com

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