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The Huffington Post has the press release announcing this year's Diddy and Ciroc New Year's Eve get home safe program.

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."

Via Jim Kukral.