TTC offered free New Year’s Eve service
Last New Year’s Eve, Torontonians can enjoyed free, safe rides to and from their festivities across the city. In the second year of a three-year partnership with Corby Spirit and Wine, the Toronto Transit Commission is offering complimentary, extended service including subway service.
New Year’s Eve is a time to celebrate, but there are no excuses when it comes to getting home safely. It is part of our larger commitment to reducing drinking and driving and promoting the responsible consumption of alcohol. ”
Patrick O’Driscoll, President and CEO, Corby Spirit and Wine
The results of Corby’s 2015 Don’t Drink and Drive partnership with the TTC were unprecedented! Online exposure of the campaign achieved more than 18 Million impressions across traditional and online media. 24 pieces of coverage included 18 blog/media posts and 5 broadcast items.
This year’s innovative retail concept of adding free transit tokens to bottles of Corby product also received huge attention and even went “viral”. In one instance, a photo of a J.P. Wiser’s bottle with the token neck-tag was posted on Imgur and shared over 880k times. Other social media outlets such as Reddit, Facebook and Twitter were also alight throughout the holidays with mentions of our campaign. The hashtags #CorbySafeRides and #NoExcuses , which were created for the initiative, were posted hundreds of times and became trending topics in Toronto.
News of the initiative spread far and wide across the country – a consumer insights survey conducted after the campaign indicated that 8% of all Canadians had heard about the initiative over the holidays. Those who had seen the campaign reported a 23% higher level of trust in Corby, and a 34% higher belief that Corby is a great place to work.
Corby Spirit and Wine is the Canadian affiliate of Pernod Ricard. The company is publicly traded on the Toronto Stock Exchange, and Pernod Ricard is its majority shareholder. Corby represents the Pernod Ricard portfolio of brands across the country, and additionally markets Corby-owned brands such as J.P. Wiser’s whisky, Polar Ice vodka, McGuiness liqueurs and Lamb’s rum which are manufactured at the facility of its sister company, Hiram Walker & Sons, fully owned by Pernod Ricard.