VIA Rail leveraging CGM big time

The national railway is actually inviting consumers to redesign its ads.

Yesterday, VIA Rail Canada launched an innovative contest, inviting people from across Canada to redesign the railway’s web ads for its summer offerings.

The target demo is adults 18-35, and contestants have until September 5 to select any of four VIA Rail posters, then use site tools to edit the caption or photograph, or both. The results will be posted for sharing and judging, and prizes will be awarded for the most popular English and French advertisements.

‘While many people enjoy contests, filling out a form and mailing it in is not very exciting,’ explains Steve Del Bosco, Via’s chief customer officer. ‘The interactive nature of the site will enable contestants to create a wide variety of clever and entertaining ads for everyone to enjoy and rate,’ he explained. ‘We believe the site will gain a lot of traction over the summer.’