The Volkswagen Bus is unique in South African market in terms of not only the space that if offers, but also in terms of how it has become a highly emotional icon of South African family life. But unfortunately the Bus is to be discontinued.The challenge for us was to communicate the discontinuance of the Bus brand to existing and potential customers as well as press in a way that would be seen as a positive instead of a negative.In an attempt to reach as many people as possible the highly interactive "Bus Tribute Site" was developed, taking Bus owners, old and new, through the milestones of the car, both in terms of product and communication.The communication was complimented by a television commercial which broke a week after announcement was made to press and a physical brochure was also produced, hense, broadening the exposure.