Driving and music are so tied together. We all listen to something on the radio when we drive. And what we listen to is so specific to who we are. We thought what better way to reach specific target audiences with our NTTA (North Texas Tollway Authority) message than with unique music tied to the genre of the radio stations our drivers listened to. County, hip hop, pop, Cumbia and others allowed us to be authentic in the spaces where our customers where living and hopefully help us gain a small connection with our North Texas drivers.