McDonalds Gospel Tour and TEC Direct teamed up for the second year to promote this free concert and tour through radio advertising and promotions such as on-site events, contesting and giveaways both on-air and online.
Following the 2011 Tour, TEC was presented with the challenge of creating greater awareness of the tour and drawing larger crowds but with fewer resources.
TEC Direct built a solution leveraging strong media relationships and utilizing alternative buying tactics. TEC negotiated additional elements such as full contest pages within the station websites and live interviews with Fred Hammond and the station personalities. TEC’s low-cost radio buying approach not only delivered a super high frequency radio plan but also included on-site “van hits” where personalities and fans could connect.