Alabama

ALETS (Alabama Law Enforcement and Traffic Safety Division) has engaged Alliance to direct their sports marketing efforts since 2014. Those efforts have featured their involvement in a variety of sports related events throughout the entire state.

Minor League Sports

Alliance established partnerships with Minor League sports team in key markets that provide excellent value for the campaign with the Birmingham Barons (Minor League Baseball), Huntsville Havoc (Minor League Hockey) and Mobile Bay Bears (Minor League Baseball).

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Birmingham Barons

ALETS partnered with the minor league hockey team, the Huntsville Havoc, to promote the Drive Sober or Get Pulled Over message.  Signage was visible at every home game during the season.  One game was designated as Highway Safety Night, where fans were encouraged to sign the pledge to always have a sober driver.

Huntsville Havoc

ALETS partnered with the minor league hockey team, the Huntsville Havoc, to promote the Drive Sober or Get Pulled Over message.  Signage was visible at every home game during the season.  One game was designated as Highway Safety Night, where fans were encouraged to sign the pledge to always have a sober driver.

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Huntsville Stars

ALETSD partnered with the Huntsville Stars during the baseball season.  The partnership included outfield signage for the year, along with a Highway Safety Office night, featuring on-site engagements with fans prior to and during the game.  

Mobile Bay Bears

The Mobile Bay Bears are a minor league baseball team located in Mobile, Alabama.  Drive Sober message was prominently displayed on the outfield wall for each home game.  A Highway Safety night also promoted the impaired driving message through engagement with fans.  
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Motorsports

In the Spring Alliance directed a campaign on behalf of ALETS at two renowned motorsports venues. One was Talladega Super Speedway, which hosts two NASCAR weekend events per year, and Barber Motorsports Park, which hosts the Honda Indy Grand Prix takes place.  The campaign included signage and onsite engagement.

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Talladega Superspeedway

One of the premier motorsports venues in the country, Talladega Superspeedway provides the right target for an impaired driving message distribution to over 100,000 fans during race weekends.  

Barber Motorsports Park

Barber Motorsports Park also attracts high risk driving enthusiasts.  Premium venue signage was displayed during each of the events at Barber.  

College Football

During the holiday season, the Alliance activated a campaign for ALETS at all three college football bowls, including the Raycom Media Camellia Bowl, which took place in Montgomery, the GoDaddy Bowl, which took place in Mobile, and the Birmingham Bowl which was held in Birmingham. Collectively, these three bowl games drew in a total of over 100,000 football fans, proving to be an effective opportunity for the highway safety message to reach a target audience.

 

Birmingham Bowl

The Birmingham Bowl is a post-season NCAA-sanctioned Division I FBS college football bowl game played annually since 2006 at the 71,594-seat Legion Field in Birmingham, Alabama.

Camelia Bowl

The Camellia Bowl is an annual National Collegiate Athletic Association sanctioned FBS college football bowl game played in Montgomery, Alabama, at the Cramton Bowl. The game features teams from the Sun Belt Conference and the Mid-American Conference.

Dollar General Bowl

The Dollar Bowl is a postseason NCAA-sanctioned Division I FBS college football bowl game that has been played annually at Ladd–Peebles Stadium in Mobile, Alabama, since 1999. The game currently matches teams from the Sun Belt Conference and the Mid-American Conference.  

Designated Drivers are Legendary

Alliance coordinated a state wide campaign involving celebrity athletes with the Designated Drivers are Legendary promotion.  

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Ronnie Brown

Fans signed the pledge to always have a sober driver throughout the year.  By doing so, they were entered into a contest to have Ronnie Brown act as their Designated Driver.  One fan was selected, arrived to the stadium for a tour of Auburn Football by legendary running back Ronnie Brown.