‘Arrive Like a Local’ – Jameson launches major travel retail campaign

The Jameson travel campaign rolls out across a global network of retail partners and through the TripAdvisor platform

Pernod Ricard Global Travel Retail (PRGTR) today announced the launch of Jameson’s new global campaign, ‘Arrive Like a Local’, exclusive to global travel retail.

The ‘Arrive Like a Local’ campaign is launching at over 35 airports worldwide this month. It features the Jameson brand family, with particular focus on travel retail-exclusive Jameson Triple Triple as well as Black Barrel.

In partnership with Irish Distillers, the leading Irish whiskey brand has created a digital library of ‘City Guides’, which provide information on Jameson-recommended places to explore, where to drink, eat and mix in 12 cities.

Click on the image to Explore Dublin with Jameson on Tripadvisor

The company said this “enables them to feel like one of the locals as soon as their feet touch the ground”. The cities are Dublin, Toronto, Bangkok, London, Barcelona, Paris, Amsterdam, Johannesburg, Sydney, New York, Bangalore and Kuala Lumpur.

The campaign goes live across travel retail markets in advance of St. Patrick’s Day on 17 March

Building on the brand’s ethos to ‘Widen the Circle’, the omnichannel ‘Arrive Like a Local’ campaign, engages travellers across multiple touchpoints across digital, social, retailer integration and out of home (OOH). It aims to drive footfall to interactive in-store experiences at travel hubs across the world.

The Jameson City Guides can be accessed by a QR code or directly through a dedicated web page , unlocking recommendations that have been curated by selected Jameson bartenders and brand ambassadors. Travellers can expect to:

  • Explore Like a Local: Discover off-the-beaten-track experiences
  • Chat like a local: Jameson fans are invited to pick up an audio headset to ‘listen and learn the local lingo’. The voiceover experience will take travellers on a journey around the world, before they’ve left the airport, and will “equip them with all the tools they need to share their favourite Jameson drink with a local wherever they are headed”.
  • Eat Like a Local: Pinpoint the best restaurants and street food vendors
  • Drink Like a Local: Discover cocktail establishments, hidden speakeasys, or cosy pubs
  • Mix like a local: Travellers are invited to try Jameson neat, or as a cocktail inspired by local serves around the world.

To round out the experience, shoppers can purchase a bottle of Jameson wrapped in a city map, as a memento or personalised gift.

The Pernod Ricard investment spans OOH locations and key Jameson doors in travel retail (including Dublin Airport below)

Pernod Ricard Global Travel Retail Vice President of Marketing Liya Zhang said: “The beauty of travel is that it allows us to make new memories and share stories, particularly those that are authentic to the destination. But that’s harder for travellers to do when they feel on the outside of the local circle.

“Jameson wants people to feel connected, wherever they go. And we are doing that by equipping them with the tools they need to arrive like a local in the key cities that Jameson fans love to travel to.

“We believe that this campaign will bring travellers closer to their destinations and create a deeper connection with local people and our Jameson brand. So wherever you’re going, Arrive Like a Local with Jameson.”

Irish Distillers International Marketing Director Brendan Buckley said: “At Jameson we have a long-held belief that life is better shared in moments of authentic human connection. As part of our global message to ‘Widen the Circle’, the ‘Arrive Like a Local’ campaign encourages people to look for the shared values that unite them, wherever they travel, making the world feel like a smaller, friendlier place while connecting a global community.”

The campaign launch is supported by a partnership with Trip Advisor, the world’s largest travel site, where Jameson is sponsoring content for the destinations. An example from Dublin can be found here. ✈


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