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E! ENTERTAINMENT PARTNERS WITH SEAN “DIDDY” COMBS AND CÎROC ULTRA PREMIUM VODKA TO ENCOURAGE RESPONSIBLE DRINKING AND THE USE OF SAFE RIDES WITH A NEW PUBLIC ACTION CAMPAIGN E!’s Drive Safe Campaign Features Sean “Diddy” Combs, Eva Longoria, Tommy Lee, Wilmer Valderrama, Gabrielle Union and Popular E! Personalities from “The Girls Next Door” and “The Daily 10” Los Angeles, CA, June 30, 2008 - Los Angeles, CA, June 30, 2008 – As part of the network’s “Play-A-Part” initiative, E! Entertainment has teamed up with Sean “Diddy” Combs and CÎROC Vodka to create a multi-platform public action campaign that promotes drinking responsibly and offers a solution for people to find a safe ride home. E!’s Drive Safe campaign includes on-air spots that feature some of today’s hottest celebrities at a popular Hollywood nightclub, as well as easy online and wireless access to taxi services across the country. "E!’s public action campaigns are designed to provide viewers with the resources they need to make a positive social change,” said Suzanne Kolb, Chief Marketing Officer, E! Entertainment and The Style Network; General Manager, E! Online. “E!’s Drive Safe campaign goes farther than simply saying ‘drunk driving is bad.’ It provides a real solution for viewers to enjoy their social lives but still be safe. Sean 'Diddy' Combs and CÎROC Vodka share our passion for generating awareness and action on this issue and helped bring enormous star power to the campaign.” “CÎROC Vodka is an ultra premium luxury vodka which epitomizes the ‘Art of Celebration,’” states CÎROC partner, Sean “Diddy” Combs. "I believe that it is important to promote responsible drinking and generate public awareness on the necessity of designating a driver. With the help of some great celebrity friends and E! Entertainment, we were able to create a campaign that will resonate with viewers and ultimately drive home the message that any designated driver is a star. If you plan to drink, plan a cab or safe ride home.” Celebrities featured in the campaign include Sean “Diddy” Combs, Eva Longoria, Tommy Lee, Wilmer Valderrama, Gabrielle Union, as well as Holly Madison and Bridget Marquardt from E!’s “The Girls Next Door” and Catt Sadler, Debbie Matenopoulos, Sal Masekela and Ben Lyons from E!’s “The Daily 10.” In the spots, the celebrities surprise club-goers who are about to head home and offer to give them a lift. The key message of the campaign is to make smart decisions after a night of partying and that “Any designated driver is a star.” To ensure that viewers can make that smart decision easily, viewers are encouraged to log on to E! Online (www.eonline.com) or text “Drive Safe” to 37373 from their wireless devices to receive taxi contact information in their area. About Comcast Entertainment Group Based in Los Angeles, Comcast Entertainment Group operates E! Entertainment Television, the 24-hour network with programming dedicated to the world of entertainment, and E! Online; The Style Network, the destination for women 18-49 with a passion for the best in relatable and inspiring lifestyle programming; and G4 offering the last word on gaming, technology, animation, interactivity, and "Internet culture" for the male 18-34 demo. E! is currently available to nearly 94 million cable and direct broadcast satellite subscribers in the United States. In 2006, E! launched the E! Everywhere initiative underscoring the company's dedication to making E! content available on all new media platforms any time and anywhere from online to broadband video to wireless to satellite radio to VOD. The Style Network currently counts 59 million cable and satellite subscribers and G4, the #1 podcasted cable network in America, is available in more than 64 million cable and satellite homes nationwide. ABOUT SEAN COMBS: SEAN COMBS, the CEO and founder of Bad Boy Worldwide Entertainment Group is a multifaceted entertainment powerhouse. Sean “Diddy” Combs was declared “One of the Most Influential Businessmen in the World” by TIME Magazine and CNN. Combs, 37, oversees one of the world’s preeminent urban entertainment companies, encompassing a broad range of businesses including recording, music publishing, artist management, television and film production, recording facility, apparel and fragrance ABOUT CÎROC Vodka: CÎROC Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. This ultra-premium vodka launched nationwide in September 2003. In October 2007, DIAGEO - the world's largest spirits, wine and beer company - made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean “Diddy” Combs, in which Combs and Sean Combs Enterprises will take the lead on all brand management decisions for CÎROC. CÎROC, 40% Alc./Vol. (80 proof), is imported by DIAGEO. Be Discerning. Drink Responsibly. ABOUT DIAGEO:
DIAGEO (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. DIAGEO is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO)and the London Stock Exchange (DGE). For more information about DIAGEO, its people, brands, and performance, visit us at http://www.diageo.com . Celebrating life, every day, everywhere, responsibly.
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