VIA RAIL AND THE ART OF PUBLIC RELATIONS…


VIA RAIL AND THE ART OF PUBLIC RELATIONS… 
By Bernard Bujold- 
The worse for a company is to announce a very exciting project which is supposed to help build the brand. Then, immediately at the start, the project become a failure because of his too much popularity… 
This is the situation at Via Rail with his Canada 150th Anniversary project! 
Their mistake was not to set a limit on the number of special passes offered to the public and to decide, after the public announcement, to apply one of 4,000 passes for all of Canada because too many young people wanted to benefit of the first promotional offer. With nearly 6 million Canadians aged between 12 and 25, it would have become a financial catastrophe for Via Rail if the unlimited number had been maintained. 
But for the public, the new “limited offer” became a simple lottery rather than an attractive promotion … 
This is a very serious public relations mistake because many people have used Twitter to break down their frustration using #ViaFail and, worse, they now hate the railroad! 
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