The Winter Festival of Lights and CAA Niagara announced last week they are joining forces in an alliance designed both to drive increased visitation to Canada’s premier illumination festival and to spread the CAA’s message of winter road safety.
The agreement makes CAA the first title sponsor in the Festival’s 28-year history and officially renames the popular event the ‘CAA Winter Festival of Lights.’
A key component of the deal is the creation of the ‘Slow Down and See the Lights” program, a public-awareness campaign designed to encourage drivers to lower their speed on wet, snowy or icy roads and during poor-visibility conditions such as snowstorms and winter fogs.
The campaign will include print, radio, television and online public-service announcements featuring 12 different CAA safe winter driving tips – one for each week of the Festival.
“I can’t think of a better fit with the Winter Festival of Lights than CAA Niagara,” said Joe Miszk, Chair, Winter Festival of Lights. “The majority of our visitors arrive by car or motor coach; we certainly want to see more of them arriving, but we also want to see them travelling safely. This partnership is designed to achieve both.”
The sponsorship allows CAA Niagara to offer its members exclusive discounts on Festival events and attractions as well as chances to enter Festival-themed contests – including one that will give five lucky CAA members VIP access to the Festival’s opening ceremonies on November 6. CAA Niagara members are also invited to attend CAA Family Day at the Festival’s incredible new winter attraction, the Rink at the Brink. On Saturday, January 8, 2011, families with a valid CAA Niagara membership card will receive free admission to the Rink and free skate rentals.
“Safer roads are the foundation upon which CAA Niagara was built,” said Pat Nielsen, President and CEO of CAA Niagara.
“Our partnership with the Winter Festival of Lights allows us to deliver our safe driving message to more than one million visitors, most of whom are motorists, over a three-month period during the winter driving season.”