PR and Bad Drivers

When was the last time you yelled at someone while driving? Do you think that you've got roadrage, or are they just that bad? Well chances are, if they're that bad they're a contestant on Canada's Worst Driver. The campaign won a bronze in this year's Marketing Mag awards annual under the PR catagory. The campaign consisted of banged up cars being towed around major Toronto traffic areas. The joint venture between Discovery Channel, inhouse PR and Abrams Towing was conicdered a "Smash" hit with the audience. Actually, this PR event helped increase the audience by 156% over the previous year's debut, 42% above expectation. so if you see a bad driver on the road, thank the inroad PR for the plug, bad drivers everywhere are looking for the limelight these days. This case is proof that PR can work better than pure old fashioned Advertising.