NSLC encourages Nova Scotians to get home safely

    HALIFAX, Dec. 6 /CNW/ - The Nova Scotia Liquor Corporation (NSLC) today
launched its Holiday anti-drinking & driving campaign. This campaign is
focused on encouraging Nova Scotians to get home safely if they've been out
enjoying a social occasion.
    Heralded as one of the best ad campaigns in Canada last year, this years
campaign positioning "There are lots of ways to get home safely. All you need
is one." re-introduces three fictitious transportation businesses that
demonstrate alternative and very entertaining ways for those enjoying a social
occasion to get home safely. This messaging uses humor to help break through
the clutter and deliver an important "get home safely" message.
    In 2006, there were 22 highway fatalities involving drivers who were
impaired. During the first 11 months of 2007, there have been 21 collisions in
Nova Scotia involving drivers who were impaired resulting in 24 fatalities.
The NSLC is committed to raising awareness about getting home safely,
especially during the holiday season when social events are at their peak.
    "The creative approach is proven and will ensure our message gets
noticed. Nova Scotians will know that drinking and driving is not a socially
acceptable behaviour and that there are other options to get home safely if
they've been enjoying a social occasion," says Bret Mitchell, NSLC
President & CEO. This campaign is part of the NSLC's broader social
responsibility efforts this holiday season which include sponsorship of
Operation Red Nose in Halifax, Truro and Sydney and Operation Christmas a
province-wide road safety initiative during December.
    The entertaining advertising campaign includes websites
(www.lotsofways.com; www.wheelbarrowwillie.com; www.donniesdonkeys.com;
www.burlyjoes.com), television ads, innovative washroom and retail
advertising, key tags, public appearances and facebook pages for each
    The websites act as the hub for the campaign, allowing visitors to watch
videos, read blogs, play games, win prizes and interact with the three
characters. Also featured on www.lotsofways.com is a video upload contest that
encourages visitors to submit their best ideas for how to get people home
    "Last year's campaign was an overwhelming success. This year, we're
looking to raise the bar by entertaining Nova Scotians while delivering our
important message" says Rick Perkins, Vice President Communications and
Corporate Responsibility, NSLC. "All creative will direct people to our
website where they can fully experience both the message and the characters."

    The Nova Scotia Liquor Corporation, the largest single banner retail
business in Nova Scotia, generates more than a half billion dollars of revenue
a year returning more than $188 million profit annually to the province. It
employs more than 1,500 Nova Scotians, offering 3,000 products from around the
globe through 108 retail, 2,100 licensees and 55 agency stores.

For further information:

For further information: Rick Perkins, VP, Communications & Corporate
Responsibility (NSLC), (902) 450-5926, rick.perkins@thenslc.com

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