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LCBO readies Muskoka Chair promotion

The Toronto-based Liquor Control Board of Ontario is preparing a summer promotion intended to raise awareness of the risks of impaired driving. Called “Muskoka Chair,” the promotion will feature a number of installations at participating LCBO retail locations in Toronto, Ottawa and Muskoka. Each installation will display a Muskoka-style chair made from metal taken from wrecked cars. The installations were created by Hamilton-based artist Trevor McIntyre of Imagine Metal Art.

“While responsible consumption is important year-round, now is the perfect time to offer a reminder that summer and drunk driving don’t mix,” said Vanda Provato, chief marketing and digital officer at the LCBO. “We have an important role to play in helping educate and remind consumers of the gravity of driving while under the influence. This season, let’s keep each other and our roads and waterways safe.”

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