Rawlco bows 102.3 NOW! Radio in Edmonton

The new station's 'hits for adults' format will target the 25- to 54-year-old demographic.

The Edmonton radio station logjam just got a little bit more crowded.

At 1:02 p.m. Tuesday, Feb. 23, The Black Eyed Peas song ‘I’ve Got A Feeling’ announced the arrival of the city’s 26th station, the Rawlco Radio-owned 102.3 NOW! Radio.

The ‘hits for adults’ station, targeting a demographic of 25-to-54, is Rawlco’s second new entry into the market, rated for 18 stations, following last year’s debut of soft jazz station Magic 99.

102.3 NOW! Radio and Rawlco Edmonton VP Kurt Leavins says the initial media campaign, which includes 30-second TV spots and OOH billboards and transit shelters, to promote his new station is restricted to the central market area, which includes not only the city but also neighbouring towns boasting populations of 50,000 to 80,000: Sherwood Park, St. Albert, Leduc and Spruce Grove. The station will use social media to get the word out as well, via Facebook and Twitter.

The creative and media planning were both handled internally, Leavins tells MiC, with the 30-second spot involving a combination of ‘part spokesperson, part music video.’

‘The spokesperson at the front end will describe the radio station, and then the video will be followed up by the artists that would be indicative of our format,’ says Leavins, whose station playlist includes guitar-based bands and artists like Taylor Swift, U2 and Kelly Clarkson.

There are currently no sponsorship opportunities available via contests or the like, although Leavins doesn’t rule that out for the future.

‘There may well be opportunity down the road, ‘ he says. ‘We’re certainly are putting advertising on the station, in terms of commercial ads. It’s a very general program – and a full schedule.’

The new announcer lineup includes former The Bounce radio personality Adam McKaie and ex-Regina Z99 co-hosts Crash and Mars.