Diageo launches responsible drinking campaign
The campaign, backed by Formula 1 driver Lewis Hamilton, will feature across the TfL network including tubes, buses and tube stations promoting responsible drinking. Some tube stations will also have free bottles of water on busy party nights.
Londoners will benefit from free travel on services from 23:45 on New Year’s Eve until 04:30 on New Year’s Day. Tube, DLR and tram services will run all night on New Year’s Eve, as well as night buses and 24-hour bus routes as usual. Free travel will also apply to London Overground trains running after 23:45 until last train times.
“Responsible drinking is at the heart of everything we do and is never more important during the festive season,” said Andrew Cowan, country director for Diageo GB. “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 added: “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.”
London Underground managing director Mike Brown said: “Tens of thousands of people stand to benefit from the sponsorship deal thanks to the mayor and Diageo. With so many people choosing to enter the New Year in the capital, it is important that we are able to provide services that will be running throughout the night to get them home safely.”
Hamilton said: “Whilst we all want to have a good time this party season, a good time will be a better one if you can remember it and get home safely. Diageo sponsoring free travel is going to make it a little easier for us all get home this New Year’s Eve and this campaign will remind us to drink responsibly for a great night out.
