Promoting responsible drinking and the STM’s night bus network

Press release

Promoting responsible drinking and the STM’s night bus network

STM and La Brasserie Labatt
join forces to combat drinking and driving

Montréal, October 28, 2010 The Société de transport de Montréal (STM) and La Brasserie Labatt, through its Bud Light brand, announce a partnership aimed at reducing incidents of drinking and driving by promoting the STM’s night bus network. During the very festive Halloween weekend, both partners will embark on a variety of initiatives to encourage people to consume responsibly and to choose public transit for getting around.

“Labatt attaches enormous importance to responsible consumption,” says Stéphanie Trudeau, Vice-President, Public Affairs, La Brasserie Labatt. “We are using social media in particular to encourage discussions on this topic, and we have created a website that provides various tips for preparing for evenings of celebration, including using public transit. This campaign with the STM aimed at promoting use of the night bus network, with which we have chosen to link our Bud Light product, is therefore perfectly in line with this approach.”

Michel Labrecque, Chairman of the public transit corporation’s Board of Directors, stated: “The Société de transport de Montréal has agreed to team up with Labatt to promote responsible consumption and to fight drinking and driving. Through this campaign, the STM is aiming to reach young adults in particular and to make its night bus network better known. We already have 20 routes covering the Island of Montréal, and this collaboration is part of a move toward improving our service for both regular and occasional users.”

Campaign theme: “Cette nuit, réussis ta sortie”
Over a period of several weeks, the night buses running through the Borough of Plateau Mont-Royal, where many of Montréal’s most popular restaurants and bars are located, will be decorated with the Bud Light, Night Bus and STM Night Service signs and the slogan “Cette nuit, réussis ta sortie” (Make your night out a success). Painted in black and white hues, it will have a very distinctive look and will clearly highlight the association between Bud Light and the STM as a way of encouraging people to take night buses.

In addition, on Halloween evening, Saturday, October 30, a squad of Bud Light ambassadors will visit about 10 bars in the city to promote the STM’s night network. During the evening, they will distribute leaflets as well as 5,000 free STM tickets to encourage the use of night buses.

About Labatt Breweries of Canada
With a proud Canadian heritage going back to 1847, Labatt employs more than 3,000 people and operates six breweries that deliver over 60 quality brands to consumers. Labatt Blue (Bleue in Quebec), Kokanee, Keith’s, Budweiser and Bud Light are among the most popular products brewed by the company nationally and regionally. Labatt has owned a facility in LaSalle since 1956 and operates some 20 distribution centres in Quebec.

As an integral part of AB InBev, the world’s leading brewer, which produces more than 200 fine beers in 130 countries, Labatt also makes world-renowned beers like Stella Artois, Brahma and Beck’s available to customers across Canada.

About the Société de transport de Montréal
As Montréal’s public transit corporation, the STM is at the heart of the city’s economic development, helping to improve its residents’ quality of life and contributing to sustainable development by operating an integrated transit system. The STM courteously provides reliable, rapid, safe and comfortable transportation. Its customers, employees and corporate and commercial partners are proud to be associated with the organization, which is known for delivering quality services at a fair cost.

At its 2010 annual meeting held October 5 in San Antonio, Texas, the American Public Transportation Association presented the STM with its Outstanding Public Transportation System in North America award. This award recognizes the excellent results achieved between 2007 and 2009 in terms of effectiveness and efficiency.


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