Dec 02, 2011 at 03:28 PM
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Diageo Picks Up The Tab For NYE Travel With New Partnership

This year, New Year's Eve travel will be on Diageo. The Mayor of London and Transport for London (TfL) today announce a three-year partnership with Diageo to support free New Year’s Eve travel. The inaugural campaign includes responsible drinking promotion from December 9th until the New Year.

Vodafone McLaren Mercedes driver Lewis Hamilton will be the spokesperson for Diageo’s Responsible Drinking campaign and sponsorship of free travel on London Tubes, buses, trams and some trains this New Year’s Eve.

“Diageo sponsoring free travel is going to make it a little easier for us all to get home this New Year’s Eve and this campaign will remind us to drink responsibly for a great night out," Hamilton said. “Through my work with Diageo on Johnnie Walker for the Join the Pact campaign I have been part of many responsible drinking initiatives and I hope today serves as a timely reminder to people in London to have fun but be responsible.”

Diageo will be included in an advertising campaign across the TfL network including on Tubes, buses and Tube stations promoting responsible drinking. In addition, Tube travellers at selected central London stations will receive top tips and free bottles of water on some of the busiest party nights of the year as part of Diageo’s ongoing commitment to a safer night out.

“London has a tremendous amount to offer over the festive period, and this fantastic deal will allow party goers to welcome the New Year in the world's most fantastic city, and still get home cheaply and safely, late into the night," Boris Johnson, the Mayor of London, said.

“Responsible drinking is at the heart of everything we do and is never more important during the festive season," Andrew Cowan, country director for Diageo GB, commented. "Getting home safely is often the final stage of a great night out but it is just one part which is why we are using our sponsorship of free travel this New Year to remind people to drink responsibly."


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