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Case Study


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Coors Light and Valley Metro are providing Phoenix-area residents and visitors with free transit services on New Years. Explore this case study in detail

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Coors Light and Valley Metro wanted to ensure a safe New Years for its residents by providing free rides to the metropolitan area, in hopes of avoiding any drinking and driving.


Anyone in the area can text/call or visit CoorsLight FreeRides.com to sign up for a free ride. Valley Metro provides bus, light rail and para-transit service to the metropolitan Phoenix area.


Coors decided to sponsor this free transportation service to promote responsible drinking habits.


This program is being supported by Valley Metro member agencies, the Arizona Governor’s Office of Highway Safety, statewide elected officials and local law enforcement, along with Crescent Crown Distributing. “This is a win and a great service for the Phoenix region,” said Phoenix Mayor Greg Stanton. “Party-goers this New Year will be able to count on free and safe transportation to downtown and regional events, and I’m hoping to keep this service going for years to come.” Many Phoenix residents are expected to take advantage of this free service this New Years!


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