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Diageo backs Purple Flag scheme

Published:  17 June, 2010

Diageo has become the headline sponsor of the Purple Flag scheme which recognises cities that have done significant work to improve their night-time environment for visitors and residents.

The spirits firm is investing £100,000 in the sponsorship over the next three years.

Liverpool, Nottingham and the Clerkenwell district of London are the first places to be accredited under the scheme, which is run by the Association of Town Centre Management.

The Purple Flag is intended to give consumers reassurance that an urban centre can provide a safe night out in the same way that green flags do for parks and blue flags for beaches.

Areas are assessed on criteria including personal safety, cleanliness, transport, cultural facilities and strength of partnership working.

Diageo GB managing director Simon Litherland said: "With our support we hope that more areas will be motivated to follow in the footsteps of Liverpool, Nottingham and Clerkenwell, which are fantastic examples of just how much can be achieved."