The GOLF GTI celebrated its 40th birthday in 2016. At the same time, the GTI meeting at Wörthersee is celebrating its 35th anniversary. This was the start of a comprehensive transformation of the GTI meeting at Wörthersee. In this context, a comprehensive 360° communication and a convergent architecture concept were developed and implemented and activated every year since then. To strengthen authenticity and relevance for fans, tuners and multipliers in the scene, including through diversified advance communication, four months before the annual Wörthersee meeting. Conception of an extensive moderated program at the Volkswagen stand with a brand and product focus. Vehicle presentations, world premieres, press days, presentation of individual, international Volkswagen markets. In keeping with the motto "People are the focus", an area was created where selected representatives of the scene present themselves with their own GTI models. The global fan community "GTI Freundeskreis" is constantly growing and enables personal dialogue and year-round fan communication.