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Ian Dally was the winner of one-of-a-kind deluxe Jameson branded football table as part of the promotion |
INTERNATIONAL. Jameson brand owner Pernod Ricard Travel Retail is heralding the success of its “˜Score a Smooth Finish with Jameson’ promotion at OR Tambo Airport, which saw over 3,500 people from 31 countries take part.
Held between 6 July and 1 September 2010, Pernod Ricard Travel Retail saw sales of the Jameson twin pack more than double over the eight-week promotion period.
“The interactive promotion coincided with the 2010 World Cup in South Africa, utilising an exciting and engaging platform to capitalise on Jameson’s “˜Easygoing Irish’ brand identity,” said Pernod Ricard.
Ian Dally of Blairgowire, South Africa was drawn at random from the entrants who achieved the maximum score, winning a grand prize of a one-of-a-kind deluxe Jameson branded football table. Over 1,000 runners-up scored over 150 points to take home a premium Jameson hipflask.
Pernod Ricard Travel Retail Europe Brand Manager Neil Sharp said: “During the football World Cup and the course of the promotion, traffic through the airport experienced considerable uplift which offered us an excellent opportunity to communicate with a very large audience and showcase the fantastic quality and smooth taste of Jameson Irish Whiskey.
“We engaged with a multitude of nationalities, with around 60 people taking part in the competition every day. We were delighted with the success of the promotion, from the significant increase in sales to the strength of the partnership with the retailer. Big Five Duty Free asked us to extend the duration of the promotion which we felt was a strong indicator of the success of the project and testament to our excellent relationship,” he enthused.
Competition winner Ian Dally said: “I was drawn to the competition by the eye-catching demonstration, staff and hostesses sporting Jameson football kits. I am a huge football fan and the opportunity to take penalty kicks whilst waiting for a flight was very appealing and most memorable. I am thrilled to have won the foosball table and look forward to a game or two with friends whilst enjoying a glass of Jameson.”
