Crown Royal once again boosted its image last weekend as an alcohol brand that promotes responsible drinking by offering racecar fans that had overindulged a ride home.
The program, Crown Royal Championship Racing’s Safe Rides Home program, partnered with Designated Drivers Events, Inc. to provide trained, licensed and insured drivers to those that requested a ride home from Phoenix International Raceway over the weekend. The rides were provided in the owners’ vehicle free of charge.
A specially-marked kiosk located at the Crown Royal Experience tent at the track offered a place to sign up for a free ride or to get more information on the program or those interested could call 877-456-RIDE.
Crown Royal and its parent Diageo have operated the program since 2003 in numerous NASCAR markets and has provided hundreds of rides so far. The program aims to reinforce the importance of responsible decision making, assigning designated drivers and getting home safely, Crown Royal said.
“The fan turnout and success of previous ‘Safe Rides Home’ initiatives helped make the decision to bring this program to Phoenix an easy one,” said Jim Lorenz, senior brand manager, Crown Royal, in a statement.
Crown Royal’s marketing involvement with motorsports includes primary race team sponsorship at 18 races during the 2006 NASCAR Nextel Cup season. Activation of the sponsorships includes conumer promotions and retail events, print and broadcast ads, online promotions, p.r. and hospitality. Crown Royal also has rights to the title sponsorship of the Crown Royal International Race of Champions series.
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