We took an innovative approach to negotiating, realising rate efficiencies of up to 15%, and extended Volkswagen’s message beyond its traditional 18 to 49 target. Instead of implementing standard local radio buys for Volkswagen, the Media Team tapped into the multiple properties of its media partner to create a multi-platform event. This was the first time that the resources of our media partner's entertainment, sponsorship, and college divisions were combined to optimise an event of this kind. The Media Team utilisd these divisions to incorporate all elements to create a true grassroots Music tour on both a national and regional level.