Jameson ‘Arrive Like a Local’ campaign returns with a Visa-powered passport

INTERNATIONAL. Pernod Ricard Global Travel Retail (GTR) has brought back Jameson’s ‘Arrive Like a Local’ campaign and launched the innovative Jameson Passport, powered by global payment technology Visa. 

In 2023, the interactive campaign was unveiled at more than 36 airports globally, supported by a 360° omnichannel strategy. It also won The Moodies Travel Journey Awards – Brand Campaign of the Year II Joint Winner title (see here).  

The campaign was launched on 17 March, strategically coinciding with St Patrick’s Day celebrations (Dublin Airport T2 pictured)

Targeting Gen X travellers, the brand owner created a digital library of ‘City Guides’ which provides information on Jameson-recommended places to explore, where to drink, eat and mix in 13 cities.

The 2024 campaign aims to connect with whiskey aficionados across all touchpoints on the traveller journey, not only through the guides, but through a complimentary Jameson beverage in select bars. 

It employs a consumer-centric omnichannel strategy in collaboration with leading travel retailers Aer Rianta International (ARI), Avolta, Gebr. Heinemann and DFS.  

The campaign includes experiential activities, influencer partnerships, digital and Out of Home media at airports around the world. 

Pernod Ricard GTR has introduced the mobile-first Jameson Passport following an initial pilot for the Jameson Wallet targeting travellers in Dublin last year. 

The passport was created in partnership with agencies 92 Proof and SmartMedia Technologies. The technology takes the campaign beyond Dublin – to London Heathrow, New York JFK, London Gatwick, Sydney and Amsterdam Schiphol airports this month. 

The passport rewards shoppers who make a Jameson purchase in duty-free shops between 1 March and 30 April with a free drink under US$20 – including the signature Jameson Ginger & Lime – at more than 2,000 selected bars in nine cities. 

To receive this offer, duty-free shoppers have to verify their age and upload their receipt on the Jameson Passport site. Once the receipt is verified, travellers can select the bar they want to visit on an interactive map.  

After this, a digital Jameson card (powered by Visa) can be added to their smartphone wallet for redemption at the chosen bar. 

QR codes featured on Jameson bottles in duty-free stores – at Dublin, London Heathrow, London Gatwick, Manchester, Sydney, New York JFK, Frankfurt and Amsterdam Schiphol airports –redirect shoppers to the Jameson Passport landing page. 

Pernod Ricard GTR Global Traveller Engagement Director Katie Gee said: “We are thrilled to announce the launch of the new ‘Jameson Passport’, an evolution of the ‘Arrive Like a Local’ campaign launched in March 2023.  

“In year two we challenged ourselves to find a way to continue connecting with travellers through relevant content and experiences while also increasing consideration and conversion of Jameson in duty-free stores.  

“After trialling the Jameson Wallet in Dublin, the platform has now expanded to selected markets, making it a truly global activation. Visiting local bars remains one of the top priorities for international travellers, which is why we believe offering a complimentary Jameson at a participating bar of their choice offers true value at their destination.  

“The campaign is testament to the collaborative partnership approach across our internal, agency and retail partners to find innovative and effective solutions to connect the online to offline journey.  

“We look forward to monitoring the success of the technology and user experience as we continue to create distinctive experiences for the global traveller.” 

Pernod Ricard GTR Head of Global Traveller Connection Irina Negoita commented on the technology used: “The incorporation of Web3 technology has enabled seamless engagement, and allowed us to debut interactive features such as virtual token collection, augmented reality and gamification.

“This innovation has made it possible to validate duty-free purchases through a safe and secure artificial-intelligence system, marking an evolution in the consumer journey.

As reported, Pernod Ricard GTR completed a three-month pilot for the Jameson Travel Wallet at Dublin Airport in July last year

“In addition, the platform being powered by Visa gives travellers confidence in the technology and its global network has enabled the offer to be redeemed in over nine cities worldwide. 

“We are thrilled to offer this elevated consumer experience to travel retail shoppers.” 

92 Proof Co-Founder and Director Paul Di Vito said: “We’re proud to spotlight the launch of the Jameson Passport; an innovative campaign ideated and delivered by our team in partnership with Pernod Ricard Global Travel Retail and our esteemed digital partners, SmartMedia Technologies.  

“We want to extend our thanks to both for their collaboration and trust in bringing this visionary concept to life. We’re excited to celebrate an iconic Irish brand while enhancing the travel experience for consumers around the globe.” 

SmartMedia Technologies Managing Director and Chief Strategy Officer Asia Pacific Mark Murray remarked: “Pernod Ricard is continuing to embrace our Web3 loyalty and engagement solution that is transforming how fans engage with the brand they love – across the globe and increasingly in digital and virtual worlds – through immersive programmes.  

“Research shows consumers today have new and heightened expectations about the value they receive from traditional loyalty programs, and this extends beyond traditional points-based benefits (source: Bond, The Loyalty Report). 

“People want to be rewarded not just for their purchases and loyalty, but for their engagement and interactions with a brand – especially if it is fun, easy and rewarding. 

The Jameson 2023 travel campaign rolled out across a global network of retail partners and through the TripAdvisor platform

“Evidenced by more than 77% of consumers worldwide value real-world experiences, and 60% desire curated experiences tailored to their preferences (source: Euromonitor, Loyalty Redefined). 

“Working with industry specialist agency 92 Proof, the Pernod Ricard Global Travel Retail team has launched an experience that rewards Jameson customers not only for their transactions but for their active engagement.  

“This paves the way for secure, seamless and immersive digital and real-world experiences as they take the traveller journey beyond the airport space and bring something new and exciting to duty-free shoppers.”

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