Audi travels a different route

German auto maker Audi is currently negotiating with several high profile figures from the music world to create audio material for the launch of the new Audi TT.

Most of the music will be available in a series of exclusive podcasts downloadable from the Audi website.

The launch is being handled by BBH London and will focus largely on non-traditional media.

Audi are no strangers to this area, with their most high profile project being the sponsorship of a private lounge at the Manchester United stadium.