Page 65 - IAADFS Summit of the Americas 2024 Special Edition

INSIDER

the pop-up’s giant screen, in Jägermeister’s
online Ice Cold Gallery and on social
media. The travelers were emailed the
final image as a poster which could then be
shared on various social media platforms.
“Digital and consumer-centric activations
will remain a key cornerstone of all our
high-profile promotions as we strive to
connect, engage and excite travelers by
bringing the Jägermeister brand to life,”
insists Mast Jägermeister vice-president
global travel retail Tobias Witte.

AI and personalized recommendations
AI technology has experienced a
period of explosive growth over the past
few years, fuelling both excitement and
concerns. The global race to harness AI’s
power is already well underway, with its
influence already rippling across various
sectors, including travel retail. In the realm
of promotions, AI is proving very adept at
Diageo’s AI-backed ‘What’s Your Whisky’ tool was developed to help unlock Scotch for creating personalized recommendations for
those who might not have tried it before or might be reluctant to consider it. travelers.
A prime example of this trend is
Diageo’s AI-backed ‘What’s Your Whisky’
tool which was developed to help unlock
sales pre-travel in comparison with say pop-up situated next to the DFS Wines & Scotch for those who might not have tried
some Asia/Pacific consumers. E-commerce Spirits store. Consumers were then offered it before, might be reluctant to consider it
is not there. an ice-cold shot of Jägermeister and could or wonder how to dip their toe in the water
“However, in one regard it is similar,” pose in front of a camera, choosing from of such a complex, possibly intimidating
he continues. “Traveling consumers in the a range of animated artistic backgrounds, category. “This flavor-based question tool
Americas are consuming digital content including one with New York City we can use on e-commerce platforms,
daily and this is why we have to show up landmarks, to relive some of the best nights host on websites or indeed offer in-person
pre-flight, during transit and beyond for our out. airside via screens and tablets,” explains
travel retail offer. The fun images were then shared on Diageo Global Travel’s Gildea.
“The omnichannel approach is
something which we believe demands
the highest standards and consideration
in marketing and which presents a digital
opportunity over and above screen ad space
which is evolving in every region.”

The benefits of an omnichannel
approach
Omnichannel activations which
effectively broaden promotions beyond the
physical confines of the store to include
the pre-flight booking stage, in-airport
advertising locations, airline, airport and
retailer websites and social media platforms
are undoubtedly growing in popularity
in the Americas. A fine example was last
September’s month-long Jägermeister ‘The
Secret is You’ campaign pop-up which ran
at New York JFK Terminal 4 in partnership
with DFS Group and airport advertising
company Clear Channel Outdoor.
Large Clear Channel Outdoor screens Last September, Jägermeister featured a month-long ‘The Secret is You’ campaign pop-up at New
and video walls throughout the terminal York JFK Terminal 4 in partnership with DFS Group and airport advertising company Clear Channel
directed passengers to the 90 square-meter Outdoor.

65 April 2024 Summit of the Americas