New Partnership Launches for Jamaica’s Summer Events

As thousands of Jamaicans prepare to attend the country’s biggest summer entertainment events, Red Stripe and Timely Transportation Services, which operates Travelr Taxi and Tour Services, are encouraging patrons to think beyond where they’re going and plan how they’ll get home before the night begins. Following its launch during Reggae Sumfest 2026, the Get Home Responsibly initiative will continue at Dream Weekend and Best Weekend Ever, including I Love Soca, Late Check Out and Zimi Seh Beach, providing access to pre-arranged transportation alongside messaging encouraging responsible consumption and advance travel planning.

 While Jamaica has made encouraging progress in reducing road fatalities in recent years through enforcement, public education and safer driving practices, periods of heightened social activity continue to present opportunities to reinforce responsible behaviours. The partners believe making safe transportation easy to access can help turn good intentions into planned actions. At participating events, patrons will be able to access Travelr’s transportation services, supported by co-branded vehicles and on-the-ground consumer engagement. The initiative is designed to make transportation planning a more visible part of the overall event experience, particularly where alcohol may be consumed.

The partnership also coincides with the launch of Travelr’s new ride-hailing app, which allows passengers to view the cost of their journey before confirming a ride. Bookings made through the app, WhatsApp or telephone are managed through a centralised dispatch system, while live route sharing provides an additional feature for passengers.

Responsible consumption messages have also been incorporated into the platform, including reminders encouraging users to “Know Your Limits”.

Maurice Gayle, chief executive officer of Timely Transportation Services, said the collaboration was shaped by a shared interest in making advance transportation planning easier for people attending social events.

“This partnership was born from a shared belief that getting home safely should never be left to chance,” Gayle said. “What started as a transportation request quickly evolved into a strategic partnership because both organisations recognised we were working towards the same goal.”

He added: “The technology provides convenience, but more importantly, it creates opportunities to encourage safer habits every time someone books a ride.”

The approach reflects a broader principle in behaviour change. 

“Jamaica has made significant progress in promoting responsible road use, but lasting behaviour change is reinforced when the safest decision is also the easiest one. The truth is awareness alone may not be enough if people do not have practical and convenient options to act on the messages they receive. By connecting responsible consumption education with access to transportation, the initiative seeks to encourage patrons to make decisions about their journey home earlier in their planning, before they even take their first drink,” explained Dianne Ashton-Smith, head of corporate affairs at Red Stripe 

The Get Home Responsibly initiative forms part of Red Stripe’s wider Drink and Live Responsibly programme and will be supported by consumer education and engagement at participating events. Passengers using the service at selected events will also have access to non-alcoholic refreshments, including Heineken 0.0, Malta, water and snacks.

Ultimately, the partners hope the initiative can help normalise a simple shift in how people prepare for major entertainment events: deciding not only where they are going, but how they intend to get home.

“Our ambition is to make planning the journey home as much a part of preparing for a night out as deciding where to go,” Ashton-Smith said.