| Author : Crown Royal |
| Category : PressRelease |
INDIANAPOLIS, July 26 /PRNewswire/ — Forty-two of NASCAR’s best drivers took a back seat to Crown Royal driver Jamie McMurray earlier this month when he took the checkered flag in a dramatic photo-finish thriller in Daytona, capturing his second-career NASCAR NEXTEL Cup Series win and claiming a tie for the second-closest race in series history. Now, this Thursday, July 26, Indianapolis residents and race fans have the chance to take a back seat and witness McMurray putting his driving skills to the test on the city streets of downtown Indianapolis during the Crown Royal “Safe Rides Home” program.
As part of this designated driver initiative, McMurray will team with his primary race sponsor, the Crown Royal brand from Diageo, to deploy a fleet of replica purple and gold No. 26 Ford Fusion cars that will be offering local bar patrons free, safe rides home for two nights. To show his commitment, McMurray will get behind the wheel of one of the vehicles and provide free rides home to select consumers who sign up at special Crown Royal No. 26 taxi stands.
Inspired by this signature program, Crown Royal recently debuted a national television advertising campaign featuring McMurray and the “Safe Rides Home” initiative. The campaign humorously shows McMurray being mentored by a New York City cab driver who details the finer aspects of driving people home. The message reminds consumers to drink responsibly and to always arrange for a safe ride home.
This marks the third consecutive year the program has visited Indianapolis prior to the Brickyard race and, after servicing many Indianapolis residents with safe rides home the last couple years, Crown Royal will continue offering a second night to the program.
“We are thrilled to be coming back to Indianapolis for the third straight year with our signature program,” said Jim Lorenz, Senior Brand Manager, Crown Royal. “We constantly want to remind consumers to drink responsibly and to always arrange for a safe ride home, and this program continues to prove that it’s the perfect vehicle to promote that message.”
McMurray’s appearance will kickoff the two-day program that aims to drive hundreds of Indianapolis residents home safely prior to the Allstate 400 at The Brickyard on July 29. The program is set to take place at the corner of Jackson Place and N. Meridian on Thursday, July 26, and at the corner of Broad Ripple Ave. and Guilford St. on Friday, July 27. Marked kiosks will accept “fares” from 8:00 pm – 1:00 am on both nights.
In total, 10 Crown Royal Ford Fusions will be in rotation and residents within a 20-mile radius of downtown Indianapolis that are 21 years of age or older are eligible.
There is a four-passenger limit per car. The program, which promotes responsible decision making and getting home safely, has provided rides for hundreds of patrons and NASCAR fans since its inception in 2003. The program was created by Diageo to reinforce the importance of assigning designated drivers.
“It’s been an exciting month for Crown Royal and me,” said McMurray, who has three top-five and seven top-10 finishes this year. “Along with my win at Daytona, we also launched a new television advertising campaign to support the brand’s Safe Rides Home program. This program is something that I am truly passionate about and, after seeing the success we had last year, I’m excited to be going back to Indianapolis.”
The Roush Fenway Racing driver’s first victory in 166 races was well worth the wait and catapulted McMurray into Chase contention. Understanding the importance of making responsible decisions to adequately celebrate monumental occasions, McMurray’s true win came when he was safely at home and able to enjoy his accomplishment with a toast of Crown Royal.
McMurray, 31, widely regarded as one of the sport’s rising stars, is currently in his fifth full season driving in NASCAR’s elite NEXTEL Cup series. He won Rookie of the Year honors in 2003 and currently sits 15th in the Cup standings, just past the halfway point of the season.
For the second consecutive year, Crown Royal is the primary sponsor of the No. 26 Roush Fenway Racing Ford Fusion team driven by McMurray. This includes primary paint scheme of the No. 26 car at 23 races during the 2007 season, including Sunday’s race at Indianapolis Motor Speedway.
About Crown Royal
Crown Royal, the number one selling whisky in the U.S. by value, has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal’s smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. In addition to its motorsports sponsorships, the brand also sponsors The Crown Royal Bad Boys of Comedy Tour, the Crown Royal American Turf stakes race at Churchill Downs and a number of other major regional and national events. For more information on Crown Royal, visit http://www.crownroyal.com/
About Diageo
Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in some 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/. Celebrating life, every day, everywhere, responsibly.
About Roush Fenway Racing
Roush Fenway Racing is NASCAR’s largest team operating 14 motorsports teams, five in NASCAR NEXTEL Cup with drivers Matt Kenseth, Jamie McMurray, Greg Biffle, Carl Edwards and David Ragan; five in the Busch Series with Kenseth, Biffle, Edwards, McMurray, Ragan, Todd Kluever, Michel Jourdain Jr. and Danny O’Quinn Jr.; and three in the Craftsman Truck Series with Edwards, Peter Shepherd, Travis Kvapil, Erik Darnell and T.J. Bell; and one in the ARCA/REMAX Series with Colin Braun and Darnell. For more information on any of the Roush Fenway Racing teams, log onto http://www.roushfenway.com/. For sponsorship inquiries please contact Robin Johnson at 704.720.4645. Crown Royal
CONTACT: Dan Sanborn, of Diageo, +1-203-233-6177, dan.sanborn@diageo; or
Matt Ciesluk, +1-516-382-4831, mciesluk@taylorpr.com, or Shaun Clair,
+1-585-314-7639, sclair@taylorpr.com, both of Taylor for Crown Royal
Web site: http://www.crownroyal.com/
http://www.diageo.com/
http://www.roushfenway.com/