Official Vodka of New Year's Eve and Sean 'Diddy' Combs Take New Yorkers Home Safely This Holiday Season Diddy, CIROC Vodka and E! Entertainment Team up With NYC Department of Transportation, NYPD and NYC Taxi & Limousine Commission to Celebrate the City's Thousands of Designated Drivers with a Massive Safe Rides Initiative

NEW YORK, Dec. 2, 2010 /PRNewswire/ -- Sean "Diddy" Combs and CIROC Vodka today announced the return of their widely acclaimed Safe Rides initiative, which will include a first-ever partnership with the New York City Department of Transportation (NYC DOT).  Combs will serve alongside NYC officials to launch a citywide safe driving initiative designed to celebrate the city's designated drivers while providing free transportation home in an effort to promote responsible decision-making.

As part of the program, CIROC Ultra Premium Vodka, for which Combs leads all marketing initiatives, E! Entertainment Television and the NYC DOT will distribute thousands of pre-paid debit cards to adult consumers (while supplies last) at high traffic locations in three New York City boroughs beginning December 2.  Cards are valued at up to $25 and are redeemable exclusively in the city's 13,000-plus taxicabs, participating livery car services and MTA and New York City subway ticketing booths until January 1, 2011 at 11:59 p.m.

The announcement marks the third year that CIROC has partnered with E! Entertainment and the NYC Taxi & Limousine Commission to provide New York residents and visitors a free, responsible way home.  In addition to supporting the NYC DOT "You The Man" campaign, which aims to applaud designated drivers, the program has expanded to include two other boroughs and has increased the card values to reflect the average cost of a taxi ride beyond the borough of Manhattan.  

"As the 'Official Vodka of New Year's Eve,' CIROC has made a huge impact over the last two years by helping New York get home safely, so I'm proud to announce that we're bringing the program back in an even bigger way," said Combs, who entered into a strategic marketing alliance with DIAGEO, the owner of the spirit brand, three years ago.  "New York is the world's most iconic holiday destination, so I'm excited to lead by example to demonstrate that a smooth, sophisticated holiday season doesn't end when the ball drops, but when everyone gets home safely."

"Designated drivers are as important a part of the holidays as the mistletoe and the New Year's Eve ball drop," said NYC DOT Commissioner Sadik-Khan. "Whatever your plans, make sure they include a safe ride home after the ball drops, or on any night of the year."

CIROC and the E! network are continuing to spread the responsible-decision making message nationally with the network's "Drive Safe" campaign, which includes on-air ads that feature some of today's hottest celebrities encouraging responsible decision-making and offering people a solution to find a safe ride home. In addition to airing on the network and on in-taxi TV, CIROC has secured an iconic Times Square billboard, where the Drive Safe celebrity ads will run throughout the entire holiday season. As part of the partnership, viewers nationwide can also text "DRIVESAFE" to 44264 from their wireless devices or visit eonline.com to receive taxi contact information for their area. Standard text message rates apply.

For more information, visit www.cirocvodka.com or www.eonline.com.  New Yorkers can also visit www.youthemannyc.org to find out when and where cards will be distributed.

About CIROC Ultra Premium Vodka

CIROC Ultra Premium Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC launched nationwide in September 2003.  In October 2007, DIAGEO -- the world's largest spirits, wine and beer company -- made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean "Diddy" Combs, in which Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CIROC. The makers of CIROC Vodka launched two new flavors -- CIROC RED BERRY and CIROC COCONUT -- in February 2010. Both are made with vodka distilled from fine French grapes and infused with natural coconut/wild berry and other tropical/fruit flavors. © 2010 Imported from France by DIAGEO, Norwalk, CT. Celebrate Life Responsibly.

About Comcast Entertainment Group

Based in Los Angeles, Comcast Entertainment Group operates E! Entertainment Television, the 24-hour network with programming dedicated to the world of entertainment, and E! Online; The Style Network, the destination for women 18-49 with a passion for the best in relatable, inspiring and transformational lifestyle programming; and G4, offering the last word on gaming, technology, animation, interactivity and "geek culture" for the male 18-34 demo.  E! is currently available to 97 million cable and satellite subscribers in the U.S. and the E! Everywhere initiative underscores the company's dedication to making E! content available on all new media platforms any time and anywhere from online to broadband video to wireless to radio to VOD.  The Style Network currently counts 65 million cable and satellite subscribers and Mystyle.com keeps women up to date on all the latest fashion and beauty news on the web.  G4 is available in 60 million cable and satellite homes nationwide and G4tv.com is a top web destination for video game news and information.

Contacts

Diageo

Taylor PR

Tammy Thompson

Alexandra Sklansky

Tammy.Thompson@diageo.com

asklansky@taylorpr.com

203-229-4876

212-714-5702



SOURCE CIROC Ultra Premium Vodka



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