Diageo pays for new year travel in London

02 December, 2011

Diageo is to sponsor free travel on public transport in the capital on New Year’s Eve.

The campaign includes advertising with a responsible drinking message on tube trains, buses and stations, and free bottles of water will be handed out.

Andrew Cowan, country director for Diageo GB, said: “Responsible drinking is at the heart of everything we do and is never more important than during the festive season.

“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.”

Mayor of London Boris Johnson said: “London has a tremendous amount to offer over the festive period and this fantastic deal will allow party-goers to welcome the new year and still get home cheaply and safely late into the night.”

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