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Cronin Launches Safety Campaign
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Business New Haven
1/19/2004
By: BNH
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GLASTONBURY - The state Department of Transportation's Division of Highway Safety has announced a new campaign entitled, "Open the Throttle. Not the Bottle," designed to bring the high percentage of impairment-related motorcycle rider crashes and fatalities to the attention of riders, and ultimately, to change behavior. Developed by Cronin & Co., the campaign is the first of its kind, and state officials hope it may serve as a model for other states to follow suit.
Last year in Connecticut, 40 percent of motorcycle fatalities involved alcohol. The campaign includes radio, billboard, direct marketing, in-store point of purchase, a Web site and public relations - all driving the target audience to the Web site www.ride4ever.org, the centerpiece of the campaign.
"Open the Throttle. Not the Bottle" targets men 25 to 39, who account for the largest number of motorcycle riders on Connecticut's roadways. The campaign officially launched this month with a PR, Web site and direct marketing push. Radio, billboard and in-store advertising will commence at the start of the 2004 riding season in the spring.
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