US. Mast-Jägermeister has partnered with DFS Group and advertising concessionaire Clear Channel to debut The Secret is You activation at New York’s John F. Kennedy International Airport Terminal 4.
The launch marks the pop-up’s debut in North American travel retail and represents Jägermeister’s biggest US activation in the channel.
The 90sq m pop-up launched on 18 September and is running for four weeks. It is located beside the main DFS Wines & Spirits store in T4.
The striking animation targets 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.
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.
Afterwards, travellers receive digital versions of their selfies via email which they can share on social media.
DFS Group President Global Merchandising Christophe Marque commented: “We are proud to partner with Mast Jägermeister to unveil their biggest activation in US for the very first time at DFS, John F. Kennedy International Airport Terminal 4.
“We are confident that the immersive and engaging pop-up – together with the unforgettable service DFS provides – will appeal to both new and existing customers as they stand to experience Jägermeister like never before. Today, we raise a shot to the future, to the best nights that lie ahead and to the incredible moments we’ll craft together. Cheers to The Secret is You.”
The Secret is You highlights the Jägermeister Manifest, which is exclusive to US travel retail. Travellers can also sample Jägermeister Cold Brew Coffee or sip a Jägermeister Manifest, which are available in selected states.
Mast Jägermeister Vice President Global Travel Retail Tobias Witte said: “Activating at New York JFK, one of the busiest airports in the world with a global audience, is the perfect way to bring our Secret is You campaign to life and an important first for the Jägermeister brand.”
Clear Channel Outdoor SVP, Sales, Airports Division Jon Sayer added: “We have enjoyed a great partnership with DFS Group and Mast Jägermeister to bring this high-impact campaign to consumers at a time when airports are seeing record travel numbers.
“Our screens inside the airport are truly immersive and the perfect platform for boosting visibility and awareness of The Secret is You pop-up. The messaging and creative will captivate audiences looking for brand experiences before continuing their journey.”
Launched in 2022, The Secret is You campaign celebrates travellers as the secret ingredient in the artistic process. It is currently being activated across over 60 airport spaces in 2023. ✈
