FLOW, one of the top telecommunications service providers in the Caribbean, has launched a new campaign across the region titled ‘Let Your Riddim Flow’.

This initiative comes in the wake of FLOW’s parent company, C&W Communications, rebranding to Liberty Caribbean and represents the genesis of a new era for the business.

Cable and Wireless Communications has operated in the West Indies for over a century, with the first iterations of the company registering as far back as 1852.

Though initially independent, C&W Communications, since 2018, has operated as a subdivision of ‘Liberty Latin America’, based in the USA and operating from over 20 countries in the Western Hemisphere.

The transformation of Cable and Wireless Communications to Liberty Caribbean has been heralded as a further alignment of the West Indian-based establishment with its senior corporation.

However, Inge Smidts, the CEO of the recently renamed business, assures consumers that though there have been some reorganisations, the quality and conduct of local operations will not be impeded.

“While our corporate name changes, everything our customers know and love remains the same,” she said. “Our trusted consumer brands of Flow and BTC will continue under their current names, and our day-to-day operations, customer service channels, points of contact, and service agreements remain unchanged.”

To help commemorate these changes, the ‘Let Your Riddim Flow’ celebrations, which have commenced across Caribbean countries in which Flow operates, are now in full swing.

These events are designed to highlight the unique rhythm that each and every individual island possesses, channelling those special traits into each and every customer interaction.

“Let Your Riddim Flow” events have already taken place in Barbados, Grenada, St Vincent, and other islands over the first few days of June. Jamaica launched its segment of the initiative on Friday, June 6th 2025, at its Flow Headquarters on Carlton Crescent. Trinidad is set to be next in line, with their launch scheduled for the weekend.

In addition to revitalising customer-service Provider relations, the project also serves as a way to support local businesses, giving them a platform to advertise and sell their individual products.

The Jamaica launch of the Riddim initiative involved locally sourced entertainment, with multiple small establishments such as Purple Jade, Iyata’s Organics, and others setting up on the Flow Property to hopefully make sales. Smidts stressed that this was all intentional, engineered to help build up each and every community.

“This is not simply a rebrand, but a recommitment to the people we serve, and our new corporate identity reflects the unity and strength we gain by operating together under one purpose and one name. Our community initiatives and charitable efforts under the renamed Liberty Caribbean Foundation will also ensure that we continue to uplift every community we touch.”