FLOW 93.5 is throwing a ‘NEW’ at the front of its name and launching an ad campaign with Toronto-based Lowe Roche, which picked up the account in April.

The campaign will feature vibrant graphics and irreverent headlines that highlight what NEW FLOW listeners will hear and the effect it will have on them. One billboard, for example, reads: ‘43% more Nelly Furtado makes you 8% more promiscuous.’

Outdoor and interior transit station executions will launch this week. The campaign will also be supported by an interactive online component, radio, print and branded T-shirts.

FLOW 93.5 VP operations Nicole Jolly says the campaign is meant to bump up the ‘hits’ in the station’s rep. ‘People knew that FLOW played a lot of hot music, but I don’t think they realized how much of our playlist is focused on hits. We wanted to grab the attention of people who thought they knew what FLOW was all about, but didn’t.’

The station’s market share is up 27% over the same time last year.