PARSIPPANY, N.J. -- In celebration of the 40th anniversary of Avis' "We Try Harder" tagline, the rent-a-car system has created a summer-long campaign to reward employees and customers who "try harder."

In the "Who Tries Harder?" contest, Avis customers can share a brief story about an Avis employee who has "tried harder" for a shot at winning a Chevy Trailblazer for one year or one of 40 free weeklong car rentals. At the same time, employees who are cited for great service through the contest will also have a chance to win prizes.

Customers who would like to share their "We Try Harder" experience can visit www.wetryharder.com to nominate an Avis employee. The contest will run through Sept. 2 with winners being notified by October.

All entries must be 200 words or less. They will be evaluated in conjunction with New York City-based Brand Keys Inc., a leader in measuring customer loyalty. Winners will be chosen based on how the actions described in their entries reflect key customer loyalty drivers and Avis values.

"Without our employees' strong commitment to consistently exceeding customer service standards, 'We Try Harder' would just be an empty slogan," said Robert Salerno, president and CEO of Cendant Car Rental Group, the parent company of Avis. "'Who Tries Harder?' is a way for our customers to honor the great customer service they have received at Avis -- and our way to honor our loyal employees who stand out."