Family-owned Mast-Jägermeister SE has activated Jägermeister’s multi-media travel retail campaign The Secret is You for the first time in U.S. Travel Retail.
The 90sqm pop-up for the suc-cessful herbal liqueur runs for four weeks from September 18 at New York JFK International Airport in T4’s main concourse, in close partnership with DFS Group and airport advertising concessionaire Clear Channel Outdoor.
The Secret is You space is located beside the main DFS wines & spirits store and targets both domestic and international passengers. It reflects Jägermeister’s Ice Cold Gallery, a cutting-edge digital art experience and invites consumers to become JägermeisterIce Coldartists, create their own meister piece and share the experience on social media.
The immersive campaign, which is Jägermeister’s biggest global travel retail activation in the U.S. to date, is brought to life with huge, hi-tech Clear Channel Outdoor screens and video walls which promote the pop-up throughout the terminal, both pre- and post-security and direct passengers to the location.
Drawn in by LED screens, visitors taste an ice-cold shot of Jägermeister and pose in front of the Jägermeister tripod. They choose from animated artistic backgrounds, including one with New York City landmarks. The images are shared on the giant screen in the online Ice Cold Gallery and on social media. The poster is emailed to them so they can share it on their social platforms.
Visitors also have the chance to sample Jägermeister Cold Brew Coffee, which is available in limited states only, or sip a Jägermeister Manifest, which is exclusive to GTR in the U.S.
Launched in 2022, The Secret is You campaign celebrates travelers as the secret ingredient in the artistic process and is being activated in over 60 airport spaces in 2023. Jägermeister is now the eighth largest premium spirits brand line in the GTR channel.
“Activating at New York’s JFK, one of the busiest airports in the world with a global audience, is the perfect location to bring our Secret is You to life and an important first for the Jägermeister brand,” says Mast Jägermeister Vice-President Global Travel Retail, Tobias Witte.
“Jägermeister is the number one shot brand in the world and a lifestyle brand in a category of its own. The Secret is You invites consumers to celebrate travel and the best nights to come and puts travelers at the heart of the activation. The Secret is You lever-ages the progressive spirit of Jäger-meister, not only to engage existing drinkers but also bring new consumers into spirits and grow the overall category. The campaign represents the connection between Jägermeister, art and consumers and our mission to provide the Best Nights of your life – today and tomorrow.”
