The goal of our work with Lyft is not only to spread their mission of providing the world’s best transportation, but also get people out to celebrate what makes Maryland great. In collaboration with Lyft, we created Ride Smart Maryland, a program to promote the state’s craft alcohol industry and reduce overall instances of impaired driving. More than 60 participating wineries, breweries and distilleries each had a designated Lyft pick up and drop off location and staff was equipped with free rides to help visitors get home safely.
The progressive partnership came as both Lyft and the craft alcohol industry are growing in popularity across the state. We leveraged their shared vision of responsible consumption. As Lyft’s strategic thought partner, the Abel team concepted and created the statewide initiative. Abel worked with key partners, created custom marketing assets and secured coverage from top publications around the program’s launch and continue to support riding smart throughout Maryland.