Crown Royal is partnering with NASCAR driver Kurt Busch this month to remind young people of drinking age that getting home safely should be a top priority.
A fleet of purple and gold Crown Royal No. 97 Ford Taurus’ (replicas of the official race car) will offer bar patrons around downtown Indianapolis rides home. Some will be surprised to find the NASCAR champion Kurt Busch himself behind the wheel.
Crown Royal-branded taxi stands will be placed outside participating bars on Meridian Street today from 9 pm to 1 am with 10 cars rotating to drive patrons home (within a 20-mile radius of Indianapolis). Riders must be 21 or older.
The promotion is part of the brand’s Be a Champion. Drink Responsibly campaign to remind partiers to use a designated driver. Crown Royal’s motorsports marketing plan includes primary sponsorship of the No. 97 car at six races during the 2005 season, including the Allstate 400 at Brickyard, taking place this weekend in Indianapolis. When acting as an associate sponsor of the No. 97 car, the brand supports Busch. The brand has held consumer promotions at retail events and run print and TV ads for its responsible drinking campaign.
Busch is currently fifth in NASCAR Nextel Cup standings after 21 races.
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