Travel Retail Highlights I
Jägermeister and DFS Group reveal ‘The Secret is You’ in New York
In this round-up we feature a series of eye-catching and memorable campaigns, launches and events from across the world of travel retail. We begin with Jägermeister’s biggest US activation, with DFS Group in New York.
Mast-Jägermeister has just revealed its biggest travel retail activation in the US to date. It partnered with DFS Group to debut The Secret is You campaign via a 90sq m pop-up at New York John F. Kennedy International Airport.
Launched in partnership with airport advertising concessionaire Clear Channel, it is located beside the main DFS Wines & Spirits store in Terminal 4.
The striking animation targets both domestic and international travellers with Jägermeister’s Ice Cold Gallery; a cutting-edge digital art experience which invites travellers to become part of the artwork.
(Left to right) Jägermeister Trade Marketing Director GTR Stephanie Cleary, Jägermeister Trade Marketing Manager GTR Kel Leung, Clear Channel Outdoor Sales Director Chris Muniz, DFS Store Operations & Business Development JFK NY Renee Chisolm, Clear Channel Outdoor Marketing Manager Brooke Koller, Clear Channel Outdoor Director National Markets Daniel Anderson, Clear Channel Outdoor Experiential Operational Manager Karissa Miller, and DFS Product Sales Manager NYC Sandra Fernandez
The animation is supported by Clear Channel digital screens, video walls and OOH media, both before and after security, driving traffic to the animation.
Giant LED screens guide travellers to the pop-up, where the experience begins with an ice-cold shot of Jägermeister.
Travellers can take selfies in the photobooth zone, choosing different animated backgrounds including the New York City skyline. The selfies are shared on the giant screen in the pop-up and in the online Ice Cold Gallery.
Vibrant OOH media advertising by Clear Channel drives traffic to the pop-up
Afterwards, travellers receive digital versions of their selfies via email which they can share on social media.
Comment: Launched in 2022, The Secret is You campaign celebrates travellers as the secret ingredient in the artistic process. It is being activated across over 60 airport spaces in 2023, with New York JFK T4 among the most eye-catching.
It is immersive and fun, like many of the brand’s campaigns, offering great engagement with audiences existing and new.
The animation showcases the US travel retail-exclusive Jägermeister Manifest and Jägermeister Cold Brew Coffee expressions
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The Moodie Davitt eZine
Issue 327 | 29 September 2023
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