Branding

Jameson ‘Arrive Like a Local’ campaign returns with Visa-powered Jameson Passport

Jameson ‘Arrive Like a Local’ campaign returns with Visa-powered Jameson Passport

Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.


Building on the success of Jameson and Pernod Ricard Global Travel Retail (PRGTR)’s 2023 Arrive Like A Local campaign, the interactive traveller experience has returned, activated at more than 36 airports worldwide and supported by a 360 omnichannel strategy.

Reaching the widest audience for any Jameson travel retail campaign ever, the 2024 campaign aims to connect with whiskey lovers across all touchpoints on the traveller journey, not only through the specially curated city guides, which were first launched in 2023, but through the generous offer of a complimentary Jameson beverage in selected local bars.

Employing a consumer-centric omnichannel strategy in collaboration with leading travel retailers Aer Rianta International (ARI), Avolta, Gebr. Heinemann and DFS, this year’s campaign features 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 travellers in Dublin in 2023, the new innovative mobile-first Jameson Passport – brought to life in partnership with agencies 92 Proof and SmartMedia Technologies – expands the campaign’s reach beyond Dublin, to London Heathrow, New York JFK, LDN Gatwick, Sydney and Amsterdam airports this March.

A first-of-its-kind initiative in travel retail, made possible by AI technology and powered by Visa, the Passport will reward shoppers who make a Jameson purchase in duty free shops between the March 1 and April 30 with a free Jameson drink under $20 – including the signature Jameson Ginger & Lime – at more than 2,000 selected bars in nine cities.

To unlock this offer, duty free shoppers will simply have to verify their age and upload their receipt on the Jameson Passport site. Once the receipt is verified, travellers can then select the bar they wish to visit from an interactive map. Upon selection, a digital Jameson card, powered by Visa, can be added to their smartphone wallet, to be redeemed in their chosen bar.

The 2024 global campaign, designed to inspire travellers to Arrive like a local at their destination, launched this month, as millions of people around the world came together to celebrate St Patrick’s Day (March 17). As the local whiskey everywhere, Jameson aims to connect travelling Jameson fans on their journeys around the world with their local destinations via the Jameson passport.

Travellers 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 Jameson Passport landing page.

Katie Gee, global traveller engagement director at Pernod Ricard Global Travel Retail, said: “We are thrilled to announce the launch of the new ‘Jameson Passport’, an evolution of the ‘Arrive Like a Local’ campaign launched in March 2023. In year two we challenged ourselves to find a way to continue connecting with travellers through relevant content and experiences whilst also increasing consideration and conversion of Jameson in duty free stores. After trialling the Jameson Wallet in Dublin, the platform has now expanded to selected markets, making it a truly global activation.

“Visiting local bars remains one of the top priorities for international travellers, which is why we believe offering a complimentary Jameson at a participating bar of their choice offers true value at their destination. The campaign is testament to the collaborative partnership approach across our internal, agency and retailer partners to find innovative and effective solutions to connect the online to offline journey. We look forward to monitoring the success of the technology and user experience as we continue to create unique experiences for the global traveller.”

Irina Negoita, head of global traveller connection at Pernod Ricard Global Travel Retail, said: The incorporation of Web3 technology has not only enabled seamless engagement, but also allowed us to debut interactive features such as virtual token collection, augmented reality, and gamification. This innovation has made it possible to validate duty free purchases through a safe and secure AI system, marking an evolution in the consumer journey. In addition, the platform being powered by Visa gives travellers confidence in the technology and their global network has enabled the offer to be redeemed in over nine cities worldwide. We are thrilled to offer this elevated consumer experience to travel retail shoppers.”

Paul Di Vito, co-founder and director or 92 Proof shared his belief that the success of the campaign depended on the strength of partnerships and collaboration: “We’re proud to spotlight the launch of the Jameson Passport; an innovative campaign ideated and delivered by our team in partnership with Pernod Ricard Global Travel Retail and our esteemed digital partners, SmartMedia Technologies. We want to extend our thanks to both for their collaboration and trust in bringing this visionary concept to life. We’re excited to celebrate an iconic Irish brand whilst enhancing the travel experience for consumers around the globe.”

Mark Murray, MD and Chief Strategy Officer APAC at SmartMedia Technologies, said: “Pernod Ricard is continuing to embrace our Web3 loyalty and engagement solution that is transforming how fans engage with the brand they love, where they are – across the globe and increasingly in digital and virtual worlds – through immersive programs.

“Research shows consumers today have new and heightened expectations about the value they receive from traditional loyalty programs, and this extends beyond traditional points-based benefits. People want to be rewarded not just for their purchases and loyalty, but for their engagement and interactions with a brand – especially if it is fun, easy and rewarding. Evidenced by more than 77% of consumers worldwide value real-world experiences, and 60% desire curated experiences tailored to their preferences.

“Working with industry specialist agency 92 Proof, the Pernod Ricard Global Travel Retail team has launched an experience that rewards Jameson customers not only for their transactions but for their active engagement, paving the way for secure, seamless and immersive digital and real-world experiences as they connect the traveller journey beyond the airport space and bring something new and exciting to duty free shoppers.”

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