LCBO running holiday season social responsibility contest

News Release
LCBO

What would motivate you to think about responsible hosting or preventing someone from drinking and driving this holiday season? The chance to win one of those high-efficiency smart fortwo coupés? A luxury trip to France, or a day trip to Ontario wine country?
LCBO is currently running its first-ever social responsibility contest, aimed at promoting safe and sober driving and responsible hosting this holiday season. LCBO’s Get Smart Giveaway runs from November 13 to December 31, 2006.
To be eligible to win a prize, entrants must correctly answer three questions about the responsible consumption and sale of beverage alcohol. Ontario residents over the age of 19 can enter by visiting www.lcbo.com, or by calling 1-866-415-2905 to request the contest entry form.
In partnership with the smart Division of Mercedes-Benz Canada Inc, a 2006 smart fortwo coupé will be the grand prize. Sopexa Canada - the marketing arm for Wines of France and the French Ministry of Agriculture and Fisheries - donated a five-day luxury trip to Paris and the Loire Valley, and Niagara Wine Tours International donated 15 day-trips for two to Ontario wine country.
The contest evolved from LCBO’s current social responsibility TV campaign, entitled Lonely/Reunited, which urges people to prevent drinking and driving - any way they can. Lonely/Reunited is LCBO’s eighth campaign co-sponsored by MADD Canada, and consists of two related 30-second television commercials that provide workable solutions for the very real situations that people face at the end of an evening of socializing and drinking. The commercials will run from mid-November through until December 31.
The contest began a week after MADD Canada launched the 19th annual Project Red Ribbon, during which MADD Canada volunteers across the country distribute red ribbons and ask motorists to tie a ribbon on their car antenna or keychain. It is a sign of respect for the thousands of Canadians who have lost their lives or who have been injured as a result of impaired driving.
“The LCBO and the contest sponsors deserve credit for this innovative contest,” said Andrew Murie, Chief Executive Officer of MADD Canada. “They have developed an engaging way to heighten awareness of the impact of impaired driving and the ways individuals can take action to reduce danger on our roads.”
“The opportunity to win while learning, supported by a range of in-store and out-of-store advertising, should add an inviting dimension to our ongoing efforts to encourage responsible drinking,” said LCBO Acting Chair and CEO Philip J. Olsson.
“We know from consumer and employee research that both groups consider it important to prevent drinking and driving and they both value social responsibility information that is informative and not preachy.”
For more information about LCBO’s Get Smart Giveaway contest, please visit www.lcbo.com.
LCBO also encourages customers to support MADD Canada’s Project Red Ribbon through donation boxes and prompted donations at all LCBO store checkouts in December.