General Motors Corp. is taking the latest trend among major marketers of asking consumers to create advertising a step further by holding a competition in which college students were asked to develop
a public relations campaign for the automaker. The contest involved 33 college students from across the country, all members of the Public Relations Student Society of America, who volunteered to come
up with a PR campaign for GM's redesigned Aveo, which debuts this summer as a snazzier version of its predecessor. The Aveo, with a manufacturer's suggested retail price of $9,890, is the
lowest-priced new car in America and it is targeted to the college crowd. The winning group, realizing that with the Aveo not arriving in showrooms until summer many college campuses would be empty,
recommended a summer road trip for the Aveo, with stops at venues such as theme parks and concerts. Winners suggested local media be contacted for each tour stop, and a lucky local would be selected
to drive the Aveo from one stop to the next.
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