Diddy and CIROC Vodka Partner Up For Safe Rides Again
Fri, 03 Dec 2010 12:02:40
Sean "Diddy" Combs and CIROC Vodka will once again participate in 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 yesterday. 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.
"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."
What do you think of Diddy teaming up with a libations company for a safe driving initiative?