Trader Corporation

Trader Corporation

April 26, 2010 15:05 ET

Montreal Resident to Have his Car Sent Off a Rocky Cliff After Winning National Auto Trader Contest

TORONTO, ONTARIO--(Marketwire - April 26, 2010) - Félix Revelin-Couture from Montreal will have the chance to say a special goodbye to his old car in a very unique way. After submitting his plea on video as to why his relationship with his car is over and why it deserves to be "cliffed", Félix is the official winner of the national Cliff your Ride contest, organized by Auto Trader™. Félix's 1992 Volvo 240 will be sent off a rocky cliff on May 8 near Calgary in Alberta. Félix has also won $30,000 toward a new car purchase on

"When I found out I was the Cliff your Ride contest winner, I couldn't believe it. It was the happiest day of my life," said Félix Revelin-Couture. The judges selected Félix for his creative, humorous and entertaining video entry. Félix explained in his video that he had an intimate relationship with his car because he lived in it during a road trip across Canada and United States. He also painted Auto Trader™ on his car to demonstrate that it is definitely ready to be sent off a cliff. Félix also included many of his friends who encouraged voters to blow his ride. "As I will soon be going to school outside of Montreal, this new car will allow me to come home every weekend to be with my family and friends."

To have the chance to win this one-of-a-kind contest, participants like Félix needed to generate as many votes as possible for their entry. The entrants were very creative in driving votes notably by use of social media including Facebook, YouTube, Twitter, and by local radio and newspapers. A total 45,000 votes were posted on

The 20 most popular entries were reviewed by a judging panel who selected the final winner based on different criteria such as originality and personality. The panel was composed of:

  • Benoit Charette, Automotive journalist
  • Denis Ducharme, President of the Motor Dealers Association of Alberta
  • Robert Kozinets, Professor of Marketing at York University
  • Geoff Wilkinson, Executive Director of the Ontario Automobile Dealer Association
  • 3 representatives of Trader Corporation

To see Félix's winning entry and other participant submissions, visit

"This contest was about encouraging people to re-evaluate their relationship with their car and decide if it is time to find a new match," said Geneviève LeBrun, Vice President of Marketing, Trader Corporation, and a member of the jury. "We are exceptionally excited for Félix. This was a highly successful campaign with over 850 participants, and generated a great interest for Auto Trader, Canada's leading marketplace for new and used vehicles."

The winner and the person of his choice will attend the Cliff your Ride event where a production company will be filming this unique moment. Before the car is sent off the cliff, it will be stripped of all non-recyclable materials to minimize environmental impact, and all debris will be cleaned up after.

About Trader Corporation

Trader Corporation (Trader) is a leader in print and digital vertical media and offers a broad set of services such as inventory management, web solutions, optimization of media spend and lead-generation campaigns. Trader caters to the automotive, real estate and generalist verticals. Its main print brands include Auto Trader™, Auto Hebdo™, The Bargain Finder™, Buy&Sell™, and Renters News™, and its online destinations,™,™,™, and Trader Corporation is owned by Yellow Media Inc., a subsidiary of Yellow Pages Income Fund (TSX: YLO.UN). For more information about Trader Corporation, visit or for recent news on Auto Trader, follow us on Twitter at AutoTrader_ca or on Facebook at AutoTrader Canada.

Contact Information