‘Official Vodka of New Year’s Eve’ Partners with the NYC Taxi & Limousine Commission and E! Entertainment to Promote Responsibility During Big Night
NEW YORK, Dec. 30 /PRNewswire/ — In an unprecedented effort to promote sophisticated celebration this holiday season, the makers of CIROC Ultra Premium Vodka — the "Official Vodka of New Year’s Eve" — and Sean "Diddy" Combs will provide thousands of New Yorkers and visitors to the city with a chance for a safe ride home on New Year’s Eve by helping to pick up Yellow Cab fares.
In partnership with the New York City Taxi & Limousine Commission (TLC) and E! Entertainment, Diddy and CIROC will distribute thousands of debit cards, valued up to $15, in high-traffic New York City locations for use in one of the city’s 13,000-plus taxicabs on New Year’s Eve, so adult revelers can get home safely. CIROC and E! Entertainment are further supporting the initiative with a message from Combs currently running on taxicab televisions in New York City through January 1, 2009.
"As the ‘Official Vodka of New Year’s Eve,’ we have a responsibility to remind everyone to get home safely on this most celebratory of nights," said Combs, who entered into a strategic marketing alliance with the spirit brand more than one year ago. "New York is the world’s most iconic New Year’s Eve city, so let’s lead by example and show everyone that a sophisticated holiday celebration doesn’t just end when the ball drops, but when everyone gets home safely."
"It is always good to see companies like CIROC highlighting the importance of safety and responsibility," added Matthew W. Daus, Taxi and Limousine Commission Chairman. "Social responsibility and the taxicab industry have always gone hand in hand, so we appreciate CIROC’s partnership with the industry to ring in 2009 by helping people to celebrate in a thoughtful and intelligent way."
CIROC street teams will distribute thousands of debit cards to adult consumers (while supplies last) in Manhattan between 11:00 p.m. on New Year’s Eve and 3:00 a.m. on New Year’s Day. Each debit card will provide up to $15.00 in cab fare — the approximate cost of a single taxicab fare within New York City.
CIROC also debuted recently a social responsibility-focused television spot as part of the brand’s widely publicized "Art of Celebration" campaign. The campaign encourages consumers to "Celebrate Life Responsibly" by always making sure to have a designated ride home.
E! is also 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 choice making and offering people a solution to find a safe ride home. Viewers can text "Drive Safe" to 37373 from their wireless devices to receive taxi contact information in their area. Standard text message rates apply.
"E! is committed to providing an easy way for people to party responsibly not just on New Year’s Eve but any time, any where," said Suzanne Kolb, Chief Marketing Officer, E! Entertainment and The Style Network; General Manager, E! Online. "We are thrilled to be working with CIROC and Sean ‘Diddy’ Combs to highlight this important cause."
For more information, visit http://cirocvodka.com/.
About CIROC
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 Mr. Combs and 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 and inspiring lifestyle programming; and G4 offering the last word on gaming, technology, animation, interactivity, and "Internet culture" for the male 18-34 demo. E! is currently available to 96 million cable and direct broadcast satellite subscribers in the United States. In 2006, E! launched the E! Everywhere initiative underscoring 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 59 million cable and satellite subscribers and G4, the #1 podcasted cable network in America, is available in more than 65 million cable and satellite homes nationwide.
Contacts
Diageo Taylor PR
Tammy Thompson Alexandra Sklansky
Tammy.Thompson@diageo.com asklansky@taylorpr.com
203-229-4876 212-714-1280
Photo: http://www.newscom.com/cgi-bin/prnh/20081230/NY54910
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: CIROC Vodka
CONTACT: Diageo, Tammy Thompson, +1-203-229-4876,
Tammy.Thompson@diageo.com; or Taylor PR, Alexandra Sklansky, +1-212-714-1280,
asklansky@taylorpr.com
Web Site: http://cirocvodka.com/
