Mast-Jägermeister has announced the return of its global travel retail campaign The Secret is You at eight international airports, running from September until the end of the year.
Originally introduced in 2022, the promotional campaign is being celebrated with a pop-up digital art experience featuring enhanced elements, allowing travellers to create and share their art on social media.
To participate, consumers can scan a unique QR code and choose a background design to craft their personalised ‘Meisterpiece’ with themselves as the central figure.
Submissions are displayed on the giant screen, in the Ice-Cold Gallery online and on social media.
Participants will receive a digital copy of their poster via email and a printed version in a branded cardboard tube. Visitors are also invited to sample an ice-cold shot of Jägermeister, Jägermeister Cold Brew Coffee or Jägermeister Manifest.
The pop-up is now running at six European airports – Munich, Hamburg, Madrid, Paris Charles De Gaulle, Naples and Rome, as well as at Sao Paulo and Rio de Janeiro airports in Brazil. The campaign is anticipated to reach over 8 million passengers and sample 30,000 people.
Jägermeister Trade Marketing Director Global Travel Retail Stephanie Cleary said: “This evolution allows consumers to use their own devices which will engage more travellers to experience ‘The Secret is You’. The campaign leverages the innovative spirit of Jägermeister to give consumers stress-free, immersive experiences, using advanced technology to enhance their store visit.” 
