Crown Royal® Focuses all Attention on Nation’s Heroes

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They battle fires, fight for our freedom and respond fearlessly to emergencies. They are the individuals that live by a code of honor and selflessness year-round. These men and women are the everyday heroes who do so much for others and ask nothing in return. Today, the makers of Crown Royal whisky announced the creation of The Crown Royal Heroes Project, an on-going commitment to provide these heroes with the recognition and support they deserve.

“Everyone knows a hero they wish they could honor in a more meaningful way,” said Yvonne Briese, VP Marketing, Diageo North American Whisky. “Having the ability to recognize these men and women is a privilege that we take very personally. Hearing their stories inspires us and we hope it will do the same for anyone who comes in contact with the program.”

Crown Royal has teamed with two national non-profit organizations and a selection of local charities to serve as the beneficiaries of the inaugural donation from The Crown Royal Heroes Project: Operation Patriot Foundation, whose mission is to pay tribute to all American military members who protect us daily and Honoring Heroes, a non-profit organization developed to recognize the service and sacrifice of all American First Responders

“Honoring Heroes was founded by retired firefighters, police officers, and paramedics, as a way to support our colleagues and their families in times of need,” said Bill Finegan, EMT-Paramedic and President of Honoring Heroes. “Support from The Crown Royal Heroes Project is going to be a game-changer for us and our ability to make a real impact in the first responder community.”

This week, Crown Royal will also kick off a series of celebrations to recognize local everyday heroes, as well as give back to their communities. At each event, adult consumers will pack commemorative versions of the Crown Royal purple bags with items to be sent to American troops overseas. For every bag packed, Crown Royal will donate $10 to a local charity focused on supporting everyday heroes.

The first event will take place in Phoenix today at Luke Air Force Base, where NASCAR Champion, Matt Kenseth will encourage supporters to stuff Crown Royal care packages for our troops before he takes to the track this weekend at Phoenix International Raceway. Each bag will benefit Packages from Home, a Phoenix-based charity founded by a local mother in an effort to support her son and the soldiers in his unit while they were deployed in Iraq in 2004. (For more information please visit www.packagesfromhome.org.)

The Crown Royal Heroes Project will then travel to Charlotte, N.C. to host a tailgate-themed bag-stuffing event this Sunday in the lot at S. Graham Street and MLK Jr. Blvd (near Bank of America Stadium). The event will benefit Purple Heart Homes, a veteran owned and operated non-profit organization whose mission is to provide personalized housing solutions for service-connected disabled veterans and their families that are substantial in function, design and quality—homes that are fit to welcome home, and thank, the fighting men and women of America. (For more information please visit www.purplehearthomesusa.org.)

Fans unable to attend the events this week are encouraged to visit Facebook.com/CrownRoyal to help support Crown Royal’s efforts to show appreciation to servicemen and women. The “Message the Troops” tab allows adult consumers to write personal messages to troops that will be embroidered on an iconic Crown Royal purple bag or printed on a postcard to accompany the care packages.

All local events throughout the year will build momentum for an ultimate celebration of heroes, the Crown Royal Presents the “Your Hero’s Name Here 400” at the Brickyard. The annual NASCAR Sprint Cup Series race at Indianapolis Motor Speedway on July 29, 2012 will mark the sixth time that Crown Royal has awarded race naming rights to an adult racing fan. The race in Indianapolis will recognize all unsung heroes, from firefighters and police officers, to local volunteers and military.

Beginning in February, race fans can visit NASCAR.com to nominate their own personal heroes for a chance at naming rights to the race. The winner will be determined by consumer vote and will be celebrated in Indianapolis with true “purple carpet” treatment, including getting to serve as the Grand Marshal and delivering the trophy bearing his or her name to the winner of the race in Victory Lane.

Speedway Digest Staff
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