Nova Scotia Liquor Corporation encourages Nova Scotians to get home safely
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HALIFAX, December 6th, 2007 –The Nova Scotia Liquor Corporation (NSLC) today launched its Holiday anti-drinking & driving campaign. This campaign is focused on
encouraging Nova Scotians to get home safely if they’ve been out enjoying a social occasion.
Heralded as one of the best ad campaigns in Canada last year, this years campaign positioning “There are lots of ways to get home safely. All you need is one.”reintroduces three fictitious transportation businesses that demonstrate alternative and very entertaining ways for those enjoying a social occasion to get home safely. This
messaging uses humor to help break through the clutter and deliver an important “get home safely” message.
In 2006, there were 22 highway fatalities involving drivers who were impaired. During the first 11 months of 2007, there have been 21 collisions in Nova Scotia
involving drivers who were impaired resulting in 24 fatalities. The NSLC is committed to raising awareness about getting home safely, especially during the holiday season when social events are at their peak.
“The creative approach is proven and will ensure our message gets noticed. Nova Scotians will know that drinking and driving is not a socially acceptable behaviour and that there are other options to get home safely if they’ve been enjoying a social occasion,” says Bret Mitchell, NSLC President & CEO. This campaign is part of the NSLC’s broader social responsibility efforts this holiday season which include sponsorship of Operation Red Nose in Halifax, Truro and Sydney and Operation Christmas a province-wide road safety initiative during December.
The entertaining advertising campaign includes websites (www.lotsofways.com; www.wheelbarrowwillie.com; www.donniesdonkeys.com; www.burlyjoes.com), television ads, innovative washroom and retail advertising, key tags, public appearances and facebook pages for each character.
The websites act as the hub for the campaign, allowing visitors to watch videos, read blogs, play games, win prizes and interact with the three characters. Also featured on www.lotsofways.com is a video upload contest that encourages visitors to submit their best ideas for how to get people home safely.
“Last year’s campaign was an overwhelming success. This year, we’re looking to raise the bar by entertaining Nova Scotians while delivering our important message”
says Rick Perkins, Vice President Communications and Corporate Responsibility, NSLC. “All creative will direct people to our website where they can fully experience
both the message and the characters.”
The Nova Scotia Liquor Corporation, the largest single banner retail business in Nova Scotia, generates more than a half billion dollars of revenue a year returning more
than $188 million profit annually to the province. It employs more than 1,500 Nova Scotians, offering 3,000 products from around the globe through 108 retail, 2,100
licensees and 55 agency stores.
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For further information contact:
Rick Perkins
VP, Communications & Corporate Responsibility (NSLC)
(902) 450-5926
rick.perkins@thenslc.com
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