Molson Coors Canada “Taking You Home for the Holidays” 2009 Campaign Wrap Up


Stratford, ON

Stratford NYE Press Conference

Photo L-R: Michael Dack, Transit Manager; Jeff Carr and Kevin Britton, Molson Coors Canada; Mayor Dan Mathieson, City of Stratford

I met up with Kevin Britton and Jeff Carr yesterday at City Hall to announce the partnership between the City of Stratford and Molson Coors Canada “We’re Picking Up Your Fare” this New Years Eve.  Free transit service will be offered on all transit bus routes from 6 p.m. on New Year’s Eve until 3 a.m. For transit route and schedule information, users can visit City of Stratford.

Ottawa, ON

Ottawa Transit Group Shot 2009

Photo L-R: Alain Mercier, General Manager of Transit Services; Steve Monuk; Ted Wainright, MMolson Coors Canad and Cothers Against Drunk Driving; Councillor Alex Cullen; Mayor Larry O’Brien; Jeremy Majors, Molson Coors Canada

Molson Coors Canada is Taking You Home for the Holidays. That’s right, we’re sponsoring free transit programs on New Year’s Eve in several key Canadian cities and distributing over $8,000 in TAXIGUY Dollars to recognize and celebrate those that chose to make the responsible choice this holiday season. It’s our way of offering you a safe return home after holiday celebrations.

Molson Coors Canada’s Taking You Home for the Holidays campaign officially started Dec. 8 when we launched It helps raise awareness and applaud those who choose to drink responsibly and make the responsible choice during the holidays. The website allows users to customize an e-card and send a special message to a friend, family member or colleague to thank them for being a great friend, a designated driver or letting them crash on their couch.

This was but the first piece of our campaign. Since Dec. 15, we’ve been very active across the country.

Taking You Home for the Holidays includes the sponsorship of free transit service on New Year’s Eve in Toronto, Ottawa, and Stratford, ON; Winnipeg, MB; and Regina, Saskatoon, Moose Jaw and Prince Albert, Saskatchewan. We’re also active in Quebec through our Molson Angels, as well as in St. John’s, NL; Halifax, NS; Moncton, NB; Charlottetown, PE; Edmonton, AB; and Vancouver, BC, with the distribution of over $5,000 in TAXIGUY Dollars – the National Taxicab Currency for Canada.

In fact, we’re spending over $130,000 to help raise awareness and support communities across the country in our effort to encourage responsible drinking this holiday season.

The holidays are a time when safe travel becomes that much more important because we often make a point of traveling to meet family, friends and co-workers in holiday social settings, so we’re proud to play our part to help people make the responsible choice to get home safely this holiday season, as well as throughout the year.

The New Year’s Eve transit programs offer free public transportation on the transit system on New Year’s Eve to help ensure people get home safe after ringing in the New Year. It encourages everyone to plan to get home safe by letting public transit be their designated driver.

The Molson Angels’ mission is to educate as many consumers as possible about the benefits of planning their safe return home, whether that means taking a taxi, public transportation, or riding with a designated driver. This year, during the two weeks prior to the holiday season, the Molson Angels have been touring some thirty resto-bars in Montreal and Quebec City to distribute $5 discount coupons for taxi service to bar managers, who will distribute them to their customers upon request. This initiative will help the Molson Angels encourage consumers to make a responsible choice during a time of the year when alcohol consumption increases.

Since Molson Coors Canada is a founding member of TAXIGUY – a nationwide network of 425 taxicab companies that are linked together through a toll-free phone number (1888TAXIGUY) – we’ve partnered once again to offer $5 TAXIGUY vouchers to customers as a friendly reminder to plan a safe ride home on during the holiday season. Molson Coors Canada employees are spreading the holiday cheer by visiting local licensed establishment in St. John’s, NL; Halifax, NS; Moncton, NB; Charlottetown, PE; Edmonton, AB; and Vancouver, BC, this holiday season to distribute over $5,000 in TAXIGUY Dollars.

As you can tell, we’re very active this holiday season. Help us spread the word. Encourage your friends, families and colleagues to make the responsible choice to get home safely after this holiday season. Cheers and Happy New Year! Carole

5 responses to this entry

  1. Twitter Comment

    Molson Coors Canada “Taking you Home for the Holidays” Campaign 2009 Wrap up [link to post] . Here’s to Responsible Choices!

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    MolsonCaroleB (Carole Berry)
  2. [...] drinking, putting money behind the TaxiGuy program (for those who’ve had one too many) and covering the cost of free public transit on New Year’s [...]

    4 examples of corporate social responsibility done right | Socialbrite
  3. [...] 在Twitterville上, Shel 描述了Molson Coors Canada是如何将慷慨的捐赠作为其品牌与社会媒体策略的一个关键性组成部分。Molson具体实施的是一个公司的社会责任项目,相对于以酒精为中心开展的活动它更关注于进行理性饮酒的教育。Molson找到社区以寻找传播理性饮酒相关信息的方式,具体包括支持TaxiGuy 项目及支付新年前夜的免费公共运输费用。 [...]

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  4. [...] TaxiGuy program (fοr those whο’ve hаԁ one tοο many) аnԁ covering thе cost οf free public transit οn Nеw Year’s [...]

    Examples Of Corporate Social Responsibility | The bad social
  5. [...] prepaid, alternative transportation options for individuals and licensed establishments. Molson’s ‘Taking You Home for the Holidays’ program was also pretty clever – when budget shortfalls forced Canadian transit commissions to [...]

    Drink Responsibly | Do The Right Thing

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