When you run one of eastern North Carolina's most robust news organizations and your adoring public only thinks of you as an outlet for classical music, it's time to make some waves. C+A developed a marketing campaign for PRE that used creative messaging to drive the point home. While maximizing "community outreach" dollars provided by Wachovia Bank (a loyal public radio supporter), an annual outdoor advertising campaign was initiated for market-wide awareness. C+A negotiated the partnership, Wachovia paid the bill and PRE benefited from increased listeners and improved sponsorship opportunities.