CBCMusic.ca, Volkswagen begin joint promotion
By Adnews Staff
CBCMusic.ca and Volkswagen have begun a joint initiative called "The Beetle Road Trip Sessions." From May 22 to June 12, CBC Radio 3 host Grant Lawrence will travel from Vancouver to Toronto in a 2013 Volkswagen Beetle Fender Edition to record interviews with and performances by various Canadian musical acts. The initiative was developed in association with MediaCom and Red Urban. The recordings will be posted at CBCMusic.ca, while a weekly highlight package will air on George Stroumboulopoulos Tonight on CBC-TV. The effort also includes a contest component, the winner of which will receive a Fender guitar autographed by the performers featured on the show. The promotion also includes social media activities. "CBCMusic.ca is excited to be along for the ride with Volkswagen," said Chris Boyce, executive director of CBC radio and audio. "This newly forged partnership gives CBCMusic.ca the opportunity to expose great Canadian talent and interact with music lovers from across the country in new and unique ways."