drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “F1 Responsible Drinking”
COUNTRY Belgium
TIMING 2005 > 2007
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Radio Veronica
  • McLaren
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OBJECTIVE

  • To raise awareness of individual control behind the wheel.
  • To discourage drink-driving.
  • To promote alternative solutions to drink-driving.
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DESCRIPTION OF THE INITIATIVE

  • The campaign was run under the Johnnie Walker brand and took place during the Grand Prix season.  Promotional materials included: table tents, leaflets, cards and coasters bearing the campaign messages distributed to on-trade outlets.  Earplugs were distributed to all VIPs at the Spa Grand Prix, branded water bottles were distributed at parking lots by pit stop teams and the Johnnie Walker VIP box was used to promote the responsible drinking message to guests.  Billboard messages were also displayed near the main entry routes of Spa-Francorchamps and transport of guests to and from the track in branded Mercedes mini-buses was arranged.
  • In 2005 a competition to win tickets for the Spa race was held, and water bottles and leaflets were distributed to hotels in the Spa-Francorchamps region.   
  • In 2007 the initiative was jointly run in Belgium and the Netherlands.  A five week partnership with Radio Veronica focused on the "Winners always stay in control, never drink and drive" message both live on radio and in the radio’s online newsletter.  The promotion included the possibility of either winning tickets to the Spa-Francorchamps Grand Prix or taking a "safe driving" courses. 
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IMPACT

  • In 2005, campaign materials were distributed to 250 on-trade outlets, all rooms of the 21 hotels in the Spa-Francorchamps region and the radio message reached over one million listeners.  The message potentially reached the 53,000 people who attended the Grand Prix.  6,000 water bottles and 25,000 leaflets were distributed.  The message was displayed on 6 billboard vehicles.
  • In 2007, the radio partnership reached more than 2.2 million unique listeners and the newsletter reached 25,000.  2,000 earplugs and 10,000 water bottles were distributed at the Grand Prix.
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