Page 85 - IAADFS Summit 2023 Special Edition

INSIDER

Jameson launches brand-new campaign ‘Arrive Like a Local’ exclusively
for global travelers

Pernod Ricard Global Travel Retail
(PRGTR) has announced the launch of
Jameson’s new global campaign ‘Arrive
Like a Local’, exclusive to global travel
retail.
The ‘Arrive Like a Local’ campaign
launched at over 35 airports worldwide in
March, and featured the Jameson Family,
with particular focus on GTR exclusive
Jameson Triple Triple as well as Black
Barrel.
In partnership with Irish Distillers, the
Irish whiskey brand has created a digital Jameson’s “Arrive Lke a Local” campaign at
library of ‘City Guides’, which provide Manchester Airport (left) and London Gatwick.
information on Jameson-recommended
places to explore, where to drink, eat and
mix in 12 cities. The cities are: Dublin, a dedicated web page instantly unlocking Shoppers can purchase a bottle of
Toronto, Bangkok, London, Barcelona, recommendations that have been curated Jameson wrapped in a city map, providing
Paris, Amsterdam, Johannesburg, Sydney, by selected Jameson bartenders and brand the perfect memento or personalized gift.
New York, Bangalore and Kuala Lumpur. ambassadors. Liya Zhang, Vice President of
The campaign will be launched in Travelers can expect to: Marketing at Pernod Ricard Global Travel
partnership with Trip Advisor, the world’s • Explore Like a Local: Discover off-the- Retail said: “The beauty of travel is that it
largest travel site, where Jameson will beaten-track experiences allows us to make new memories and share
sponsor 12 destinations, offering the site’s • Chat like a local: Jameson Fans are stories, particularly those that are authentic
users the chance to ‘Arrive Like a Local’ invited to pick up an audio headset to to the destination. But that’s harder for
the Jameson way. ‘listen and learn the local lingo’ via a travelers to do when they feel on the
Building on the brand’s ethos to voiceover experience that “will take outside of the local circle.
‘Widen the Circle’, this campaign invites travelers on a journey around the world, “Jameson wants people to feel
Jameson fans to experience the world ‘like before they’ve even left the airport, connected, wherever they go. And we are
a local’, while connecting them to a global equipping them with all the tools they need doing that by equipping them with the tools
community. to share their favorite Jameson drink with a they need to arrive like a local in the key
The omnichannel campaign is local wherever they are headed.” cities that Jameson Fans love to travel to.
designed to engage travelers across • Eat Like a Local: Pinpoint the best “We believe that this campaign will
multiple touchpoints including digital, restaurants and street food vendors bring travelers closer to their destinations
social, retailer integration and out of home • Drink Like a Local: Discover the finest and create a deeper connection with local
(OOH), driving footfall to multi-faceted cocktail establishments, hidden speakeasys, people and our Jameson brand.”
interactive in-store experiences hosted by or cozy pubs.
key travel hubs across the world. • Mix like a local: Travelers will be invited
The Jameson City Guides can be to try Jameson neat, or as a cocktail
accessed by a QR code or directly through inspired by local serves around the world

The Jameson City Guides can be accessed by
a QR code or directly through a dedicated web
page instantly unlocking recommendations
that have been curated by selected Jameson
bartenders and brand ambassadors.

85 April 2023 Summit of the Americas