The Moodies – Brand Campaign
Brand Campaign of the Year II
Joint Winner
Pernod Ricard Global Travel Retail – Jameson, Arrive Like a Local
Joint winner Jameson lived up to its ambition to ‘Widen the Circle’ and recruit new consumers with an ambitious campaign that ran right across the travel journey.
The premise was simple: to invite Jameson fans to experience the world ‘like a local’, while connecting them to a global travelling community where they could make memories and share stories – which resonated strongly with Gen X travellers in particular.
The brand owner created a digital library of ‘City Guides’, which provide information on Jameson-recommended places to explore, where to drink, eat and mix in 13 cities Jameson fans love to travel to. The guides (accessible through a web page or via a QR code) unlocked recommendations curated by Jameson bartenders and brand ambassadors all around the world.
The Jameson travel campaign rolled out across a global network of retail partners and through the TripAdvisor platform
To cement their memories of the trip, shoppers could then purchase a bottle of Jameson wrapped in a city map, produced from sustainable materials.
The campaign launched at scale and with high impact in over 36 airport locations worldwide in March, to halo the key St Patrick’s Day occasion. The activations featured the Jameson Family, with particular focus on travel retail-exclusive Jameson Triple Triple as well as Black Barrel.
The in-store experiences were amplified by an omnichannel media campaign, engaging travellers across multiple touchpoints on their journey across digital, social, retailer integration and high-impact OOH media placements. This reached 23.7 million travellers and drove brand depletions +18% during March 2023 compared to March 2019.
Travellers could access the ‘City Guides’ through a dedicated web page featuring recommendations from Jameson bartenders and brand ambassadors
In a further twist, a pre-trip digital campaign launched in partnership with Tripadvisor, the world’s largest travel site, where Jameson took over 13 destination pages featuring engaging video content, achieving 21.6 million impressions. This was bolstered by investment across social media and programmatic digital display advertising.
In place of a traditional physical ‘gift with purchase’, the brand owner introduced value exchange in digital form via the creation of the ‘Jameson Travel Wallet’. Launched exclusively for the brand’s home targeting international travellers to Dublin, the wallet was born out of innovative use of Web3 digital blockchain and NFT technology to help better connect the traveller journey from online to offline – with a range of experiences and product offers included.
Summarising the campaign’s impact, the brand owner said: “The multi-channel campaign facilitated thorough insights throughout the consumer journey by delivering personalised experiences, fostering enhanced engagement, and cultivating brand advocacy, loyalty and equity via the power of global travel retail.”
The Moodie Davitt eZine The Moodies 2023
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