Calgary’s Fuel 90.3 FM is serious about its music-only format, and that’s the focus of the TV creative concocted by Taxi Calgary for a campaign that’s unusually aggressive, particularly for a radio station. Fifteen-second TV spots broke last week and will run for nine weeks – not just regionally on Global TV, CFCN, Calgary Shaw Cable systems package (Calgary only), but nationally on TLC, A&E, Spike TV, CNN, CNBC, CNN Headline News, WTBS, Speed and the Golf Channel.

The media buys are being handled by Calgary’s Lamb MediaWorks, which introduced the client to the new-to-the-city venue of taxi cabs. Ads, with both video and audio capabilities, are being placed on screens installed facing the passenger seats inside about 200 taxis. There is also advertising on and in Calgary Transit vehicles. The print component includes advs in Fast Forward, Swerve and Rush Hour magazines.

The radio station is also running a contest called ‘World Tour Destination’ whose prize is a trip to Reading, England, to a summer concert by Smashing Pumpkins and the Red Hot Chili Peppers.