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Volkswagen, CBCMusic.ca begin road trip promotion
Volkswagen Canada and CBCMusic.ca have resumed their joint promotion called "CBC Music Presents: The Beetle Road Trip Sessions." This will be the second year the two companies have collaborated on this initiative. The promotion began on June 16 in St. John's and will end on July 25 in Vancouver. During that time, CBC Radio 3 host Grant Lawrence will travel across the country in a 2014 Volkswagen Beetle TDI to interview various musicians and record their performances. Consumers can follow the trip online at <http://www.cbcmusic.ca/beetleroadtrip> or via social media. Online materials will include videos, photo galleries and an interactive map. In addition, Radio 3 will broadcast daily updates from the trip.
In Quebec, the promotion is called "La virée rock en Beetle" and involved ICI Musique host Phillipe Fehmiu taking a Beetle on a 4-day trip through Quebec to meet local musicians. This part of the effort is being hosted at <http://ici.radio-canada.ca/beetle> and on social media.
The initiative was developed in association with Red Urban and MediaCom of Toronto.