Your Ride Could be on CIROC this New Year's Eve - Diddy and 'Official Vodka of New Year's Eve' Helping Consumers of New York City and Las Vegas Get Home Safely

E! Entertainment and NYC Taxi & Limousine Commission Team Up with CIROC to Spotlight Celebrating Safely this New Year's Eve

Dec 29, 2009, 08:00 ET from DIAGEO




NEW YORK, Dec. 29 /PRNewswire/ -- CIROC, The "Official Vodka of New Year's Eve" - and Sean "Diddy" Combs will once again provide thousands of New Yorkers and visitors to the city with a chance for a safe ride home by helping to pick up the tab for yellow cab fares and MTA subway rides this New Year's Eve. Additionally, for the first time ever, CIROC and Sean "Diddy" Combs will bring their Safe Rides program to the City of Las Vegas to further drive the brand's message of social responsibility this holiday season.


"As the 'Official Vodka of New Year's Eve,' we made a huge impact last year helping New York get home safely, so I'm proud to announce that we're bringing Safe Rides back in an even bigger way," said Combs, who entered into a strategic marketing alliance with the owner of the spirit brand more than two years ago. "New York stands as the world's icon for a New Year's Eve celebration and Las Vegas is the biggest party destination in the country. By bringing this program to both of these great cities we will continue to show the rest of the country that a sophisticated holiday celebration doesn't end when the ball drops, but when everyone gets home safely."


2009 will mark the second consecutive year the vodka brand has partnered with E! Entertainment and the New York City Taxi & Limousine Commission (TLC) to distribute pre-paid taxi cards (valued up to $15 and redeemable in the city's 13,000-plus taxicabs) to encourage responsible decision-making this holiday season. With the expansion of the program to Las Vegas, 2009 will also mark the national debut of the brand's Safe Rides program.


"It is both refreshing and gratifying to see brands like CIROC continuing to highlight the importance of safety and responsibility," added Matthew W. Daus, Taxi and Limousine Commission Chairman. "Social responsibility and the taxicab industry have always been natural partners, and so we appreciate CIROC's thoughtfulness in once again partnering with the industry to ring in 2010 by helping people to celebrate in a fun and smart way."


CIROC teams will distribute thousands of debit and MTA cards to adult consumers (while supplies last) in New York City between 8:00 p.m. and 11:00 p.m. on New Year's Eve. Each debit card will provide up to $15.00 in cab fare - the approximate cost of a single taxicab fare within New York City. All MTA cards are redeemable for a one-way subway or bus fare valued at $2.25.


In Las Vegas, CIROC brand ambassadors will distribute pre-paid taxi cards (valued up to $15) at key venues and high traffic locations in an effort to promote responsible decision-making this holiday season.


"CIROC and Sean Combs are fantastic partners and we're excited to ring in 2010 with them highlighting this important cause," said Ted Harbert, President & CEO, Comcast Entertainment Group. "We also remain dedicated to providing an easy way for people to party responsibly year-round through E!'s Drive Safe campaign, which offers a solution to find a safe ride home anytime, anywhere."


CIROC and the E! network are extending the message nationally with the network's "Drive Safe" campaign, including on-air spots that feature some of today's hottest celebrities encouraging responsible decision-making and offering people a solution to find a safe ride home. Viewers can text "DRIVESAFE" to 44264 from their wireless devices to receive taxi contact information in their area. Standard text message rates apply.


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About CIROC Ultra Premium Vodka

CIROC Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. This ultra-premium vodka 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 Combs and Sean Combs Enterprises will take the lead on all brand management activities for CIROC. CIROC, 40% Alc./Vol. (80 proof), is imported by DIAGEO. 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; G4, offering the last word on gaming, technology, animation, interactivity and "geek culture" for the male 18-34 demo; and FEARnet, the world's premier horror and thriller destination on demand, online and on mobile devices. E! is currently available to 97 million cable and direct broadcast 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 66 million cable and satellite subscribers and G4, the #1 podcasted cable network in America, is available in 67 million cable and satellite homes nationwide. FEARnet is a joint venture between Comcast, Sony Pictures Television and Lionsgate. ranks as the number one horror web site and FEARnet On Demand is one of the top five VOD networks.



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