IRELAND. Pernod Ricard Global Travel Retail (PRGTR) has completed a three-month initial pilot period for the Jameson Travel Wallet in Dublin Airport.
The wallet, launched in collaboration with Jameson Irish Whiskey, falls under the company’s ‘Arrive Like a Local’ global travel retail campaign.
The Jameson Travel Wallet leveraged Web3 digital blockchain and NFT technology to connect with travellers in Dublin and offer them a seamless O2O shopping experience at the airport and throughout their journey.
The campaign targeted travellers from the US and key European hubs with flights through Dublin between April-June 2023. The campaign drove sign-ups to the Jameson Travel Wallet app where travellers could access exclusive offers and experiences.
The aim was to gain important consumer insights to better understand traveller preferences across the journey. According to the company, another goal was to deliver more personalised experiences by boosting omnichannel engagement and developing brand loyalty through memorable, digitally driven experiences.
These offers included Jameson Bow Street Distillery Experience, collective virtual tokens, free tastings and Click & Collect services.
Travellers who signed up for the Jameson Travel Wallet were invited to take a friend for free to the Jameson Bow Street Distillery Experience in Dublin, valued at €25 (US$27).
Users were able to collect virtual tokens when they ‘Arrived Like a Local’ at key tourist attractions in Dublin. The tokens unlocked exclusive gifts and drove footfall to the Jameson Tastehouse boutique in Terminal 2 Departures of Dublin Airport. Travellers were also able to claim free tastings at the boutique after completing a quiz to find their perfect whiskey match.
In addition, the campaign was integrated with The Loop Dublin Duty Free website’s Click & Collect services so travellers could reserve a bottle of Jameson and pick it up on departure at the airport.
Pernod Ricard Global Travel Retail Global Traveller Engagement Director Katie Gee commented: “Connecting the traveller journey and measuring the effectiveness of media in travel retail is a key challenge we continue to explore. Travellers are now more connected than ever with strong Research-Online-Purchase-Offline behaviour with 54% of Duty-Free shoppers engaging with pre-trip communication touchpoints before arriving in store — up from 23% pre-covid.
“The Jameson Travel Wallet represents our commitment to finding innovative ways to connect and create a seamless unified journey across online and offline channels. We look forward to sharing our insights and learnings with our brands and strengthening our strategic approach with key retailer partners such as Aer Rianta International, to leverage this technology for future campaigns.”
“The Jameson Travel Wallet’s integration of Web3 and blockchain technology allows us to test a journey with specific travellers offering value-add experiences and integrating our domestic markets, brand homes and retailer partners across the journey”, added Pernod Ricard Global Travel Retail Global Omnichannel Manager Bronwen Goodbar.
“Through this pilot campaign, our objective was to understand how to entice and engage with travellers and improve our approach to connecting the pre-trip to in-store journey across the right touchpoints. Our initial results show we have reached 1.5m unique users, with 1,160 wallet creations and an 8.7% ticket conversion rate to the Bow Street Experience. It’s been fantastic working with our agency partners, Wavemaker and 92Proof, to test and refine this innovative channel, and we’re excited to learn from this pilot campaign and explore its potential for other brands and markets.” ✈
