CTA and MillerCoors Promote Responsibility on New Year’s Eve
The Chicago Transit Authority and MillerCoors today announced the company’s month-long campaign to promote the CTA’s popular New Year’s Eve Penny Rides program.
MillerCoors is the first corporate sponsor of the popular program, and the Chicago-based company’s promotional campaign will encourage riding mass transit as an alternative to drunken driving.
For more than 25 years, CTA has offered Penny Rides, which continues to be a low-cost, responsible transportation option thanks to the sponsorship of MillerCoors; a company that has a long history of providing safe transportation alternatives in communities nationwide to help promote responsible celebrations.
“This sponsorship ensures the continuation of the CTA Penny Rides program, offering our customers a convenient and safe way to celebrate the New Year,” said CTA President Forrest Claypool.
“We’re thrilled to team with CTA to become a part of the Penny Rides tradition in Chicago,” said MillerCoors Chief Executive Officer Tom Long. “Our company is committed to working with communities to provide safe transportation alternatives. Drunk driving is completely preventable and we encourage all to plan ahead for a safe and memorable New Year’s Eve.”
Service for ‘CTA Penny Rides brought to you by Miller Lite’ will be provided on all CTA bus and train routes beginning at 10 p.m. December 31 until 4 a.m. the following morning. Each year, an average 150,000 bus and train rides are taken on New Year’s Eve.
Starting this week, customers primarily in the central business district will notice the promotional campaign on CTA rail lines. MillerCoors will market a theme of responsible drinking with the tagline, “Great Beer, Great Responsibility.” Also, 150,000 redesigned farecards will be printed with a reminder of the Penny Rides program and sold to riders over the next month.
In addition, MillerCoors commissioned an artist to create a display of penny art that was unveiled at today’s event. The commemorative penny art is comprised of 8,000 pennies and will be displayed at the Clark/Lake Station though New Year’s Eve. The sponsorship agreement is for three years with a three-year extension option. The total value of the sponsorship is $1.3 million.
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