Search engine Kayak is paying £120,000 to sponsor London’s free New Year’s Eve travel.
Free travel was first introduced in 2001 to ensure partygoers get home safely after seeing in the New Year and is normally, though not always, sponsored by a major brand to help offset the fares revenue lost by Transport for London.
Last year TfL failed to find a sponsor after its three-year deal with drinks giant Diageo expired, although Tube, bus, DLR and London Overground passengers were still able to travel for free.
The one-year deal with Kayak will see the two organisations run a joint advertising campaign to promote the concession.
Graeme Craig, Director of Commercial Development at TfL, said: “Our partnership with Kayak.co.uk will ensure that revellers will be able to welcome in the New Year knowing that they will be able to get home safely and for free.
“We look forward to welcoming everyone to London’s celebrations and encourage customers to plan their journeys in advance so that they are aware of all their travel options.”
“The partnership is another example of how we are seeking to generate vital revenue to reinvest in the transport network for the benefit of our customers.”
Loella Pehrsonn, Regional Director UK, Ireland and the Nordics at Kayak, said: “We are delighted to be working with TfL to help revellers celebrating get home safely on the night, and give them inspiration to travel more next year in an original way.”
Travel information for the festive period including New Year’s Eve is available at www.tfl.gov.uk/nye.