This was the fifth year that we helped Torontonians get home safely on New Year’s Eve by paying for their rides on Toronto Transit Commission (TTC) buses, streetcars and subways. Our message with #CorbySafeRides is simple: please don't drink and drive. Our campaign is part of our ongoing commitment to raising awareness about responsible consumption – not just on New Year’s Eve, but all year round.
To get the word out, we executed an integrated public relations campaign that featured influencer and media relations, experiential events, content sponsorships, social media and digital advertising. We were especially pleased to be joined by spokespeople such as Ontario’s Minister of Transportation and a mother who had lost her son to a drunk driver to help extend awareness of the campaign and remove the barriers that can be attached to corporate sponsorships.
Again this past year, we extended the #CorbySafeRides initiative by offering additional free, safe rides through a retail program at the LCBO. During the holiday season, consumers found complimentary TTC tokens on some of Corby’s most popular products. Over 24,000 tokens were placed on select bottles of J.P. Wiser’s Canadian whisky, Polar Ice vodka and Lamb’s rum at LCBO stores across the Greater Toronto Area.