Toronto-based Indie 88 is moving beyond recruiting listeners through word of mouth, launching an OOH and digital campaign in its Greater Toronto Area coverage zone to start 2014.

With media by Initiative and creative by MacLaren McCann, the OOH transit shelter, billboards, wild postings and digital campaign target the station’s core demo of adults aged 25 to 44, with a sweet spot of people in their mid to late 30s, says Megan Bingley, general manager, Indie 88. She adds the campaign will help the station overcome its largest obstacle since its launch this past summer, which is letting listeners know that it exists.

Share for the station, according to the latest 13-week book BBM numbers provided by David Bray, president of Bray & Partners Communications, sits at 1.5% for males 18 to 34 and .4% for females 18 to 34. Bingley says the station’s website is bringing in about 100,000 unique visitors a month to its site.

She adds advertising sales for the station have been going well since the fall, when ads began to run, because of competitive pricing against larger stations in the city that allow smaller businesses to get involved with Indie 88. She notes the categories of breweries, retailers and restaurants have been the most popular so far on the station.