A method of communicating with a telematics unit in a vehicle. The method comprises receiving a content message directed to a telematics unit by an event manager application executing on a server computer, wherein the telematics unit is an electronic device comprising a wireless communication transceiver and integrated into a motor vehicle, determining by the event manager application that the content message is a high priority message type, and determining by the event manager application that the telematics unit is off-line and out-of-wireless-coverage. The method further comprises, responsive to determining that the content message is a high priority message type and to determining that the telematics unit is off-line and out-of-wireless-coverage, sending by the event manager application a wake-up message to the telematics unit, wherein the telematics unit, responsive to receiving the wake-up message, establishes a roaming data wireless communication link and receives the content message via the data link.