Building on the success of the award-winning Arrive Like a Local campaign, Jameson and Pernod Ricard Global Travel Retail (PRGTR) have expanded the interactive traveler experience to more than 36 airports worldwide.
Reaching the widest audience for any Jameson travel retail campaign ever and supported by a 360 omni-channel strategy, the 2024 campaign aims to connect with whiskey lovers across all touchpoints on the traveler journey, not only through the specially curated city guides, which were first launched in 2023, but through the offer of a complimentary Jameson beverage in selected local bars.
Pernod Ricard has collaborated with Aer Rianta International, Avolta, Gebr. Heinemann and DFS for experiential activities, striking digital and OOH media, along with influencer partnerships at key hub airports around the world.
Following an initial pilot for the Jameson Wallet targeting travelers in Dublin in 2023, the new mobile-first Jameson Passport – brought to life in partnership with agencies 92 Proof and SmartMedia Technologies – expands the campaign’s reach to London Heathrow, New York JFK, LDN Gatwick, Sydney and Amsterdam airports in March.
A first-of-its-kind initiative in travel retail, made possible by industry-leading AI technology and powered by Visa, the Passport will reward shoppers who make a Jameson purchase in duty free shops between March 1- April 30 with a free Jameson drink under US$20 at over 2,000 selected bars in nine cities.
To unlock this offer, duty free shoppers simply have to verify their age and upload their receipt on the Jameson Passport site. Once the receipt is verified, travelers can select the bar they wish to visit from an interactive map and a digital Jameson card, powered by Visa, can then be added to their smartphone wallet, to be redeemed in their chosen bar.
Travelers through Dublin, London Airports, Manchester, Sydney, New York JFK, Frankfurt and Amsterdam can locate QR codes in duty free stores on Jameson bottles, which will transport shoppers directly to the Passport landing page.
