Diddy to help get revelers home safely

NEW YORK, Dec. 30 (UPI) -- Hip-hop icon Sean "Diddy" Combs says he is helping arrange free taxi rides home for New Year's Eve revelers in New York City.

In partnership with the New York City Taxi & Limousine Commission and E! Entertainment, Combs and the makers of CIROC Ultra Premium Vodka 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 Jan. 1.

"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," Combs said in a statement Tuesday. Combs entered into a strategic marketing alliance with the spirit brand more than a 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 TLC Chairman Matthew W. Daus. "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."