CIROC LIFE: Diddy Offers Safe Rides for New Year’s Eve

For the second year now, Ciroc is providing thousands of people in the heart of New Yorker City with a chance for a safe ride home on New Years Eve. Also, there Ciroc is expanding the program to Las Vegas to ‘further drive the brand’s message of social responsibility this holiday season.’

THE DETAILS:

“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.