DTS/bcp a date into a datetime column

Is it possible to bcp a date like '1990-01-01' into a datetime column? The flat file does not contain any time.

I know it is possible using DTS and VB but I am trying to avoid this method. For those familiar with Oracle SQL Loader, you can specify a date format or date conversion function in a control file. I am wondering if I can use the function convert() in some similiar manner.

Thanks,
TPHBCP will handle all reccognized date formats. You do not need to do any type of conversions.