32 students have the opportunity to develope a public relations program for a new car. So the students came with best PR campaign for the redesigned Aveo, which debuts this summer as a snazzier version of its predecessor.
Instead of winning a job, however, the victorious students won free admission to a Chevrolet-related event in their area, such as a NASCAR race, where Chevy provides race cars, or sporting events, where Chevrolet is a prime advertiser.
And GM got to showcase the Aveo to its target market: young people. Like most automakers, GM is eager to bolster sales by attracting young drivers who will become loyalists for life, moving from one GM brand to another as their tastes change and their income grows.
The students, ranging in age from 19 to 24 and all members of the Public Relations Student Society of America, volunteered for the assignment, which offered a firsthand look at one of only two new Aveos in the United States.
Instead of winning a job, however, the victorious students won free admission to a Chevrolet-related event in their area, such as a NASCAR race, where Chevy provides race cars, or sporting events, where Chevrolet is a prime advertiser.
And GM got to showcase the Aveo to its target market: young people. Like most automakers, GM is eager to bolster sales by attracting young drivers who will become loyalists for life, moving from one GM brand to another as their tastes change and their income grows.
The students, ranging in age from 19 to 24 and all members of the Public Relations Student Society of America, volunteered for the assignment, which offered a firsthand look at one of only two new Aveos in the United States.