The Crown Royal Heroes Project program recognized inspiring individuals making generous contributions to their communities. From military members and teachers to volunteers and public service individuals, Crown rewarded them with “royal” experiences. Throughout the program’s tenure, Taylor highlighted these inspiring stories and optimized fan engagement via digital, social and on-site activations at major sporting and entertainment events like the Super Bowl and the Country Music Television (CMT) Awards.
The Project culminated each year at NASCAR’s Brickyard 400, where for the first time in major sporting event history, the race was named after an individual. Overall, the program honored hundreds of American heroes, resulted in countless charitable donations to local communities, and generated more than one billion impressions.