UK. Building on the success of the Jameson Take Five promotion in London Heathrow last October, Pernod Ricard World Trade has launched a new wave of the campaign for Jameson Irish whiskey, which ran in London Gatwick Airport throughout March.
Located in the departures lounge just outside the World Duty Free shop in Gatwick South (pictured), a branded cinema offered travellers the opportunity to sit down, relax and watch a short film whilst waiting for their flight. Additionally, a Jameson bar was located next to the cinema, offering Jameson drams and cocktails before or after the viewing, and giving away Jameson cocktail recipe leaflets. The activity was complemented by an in-store promotion offering two bottles of Jameson 100cl for £20, and £1.50 off the Jameson 70cl tin.
Jameson Take Five is also making another appearance at Dublin Airport, with presence both air and landside. One of the travel retail shops – the pier B duty free shop – has converted part of its retail space into a Jameson cinema, where tastings are being conducted. Additionally, a DVD unit with two Jameson sofas provide entertainment in the food hall mezzanine area, where Jameson truffles are being handed out as a means of sampling in the landside area.
A special on-pack offer, comprising 5cl miniature bottles of Jameson 12 year old on bottles of Jameson 100cl is available to encourage trial. Additionally, DVDs of short films will be given away as a gift with purchase for travellers buying Jameson 12 year old or 18 year old.
Jameson activity was also extended to Stansted and Luton airports, among other locations around Europe, where sampling activity and especially designed POS were developed to celebrate St Patrick’s Day.
Pernod Ricard World Trade marketing director James Clarke commented: “The Jameson Take Five campaign seems to have struck a chord with travellers, driving sales and encouraging trade up. These latest Take Five initiatives represent a further stage in the evolution of the concept and will ensure Jameson forms an integral part of the airport experience.”
