London: Creative agency Impero launches ‘Arrive Like a Local’ Global Travel Retail (GTR) activation for Irish whisky brand Jameson; its first campaign since being appointed by the Pernod Ricard owned brand. The 360 campaign is now live in airports across 18 markets.
Briefed to cement Jameson’s position as a global leading brand, Impero created and implemented a fully integrated retail campaign leveraging digital partnerships, display, OOH, social, instore, and experiential platforms to connect consumers and help them tap into local culture.
Building on Jameson’s brand ethos to ‘Widen the Circle’, and embracing inclusiveness and belonging, the work will drive brand awareness, promote key product messaging and amplify the brand’s positioning in the market.
The activation invites travellers at the airport to ‘Arrive Like a Local’ through their learning of local idioms, or the chance to tap into the local culture and experiences via interactive content. There are also bottle-wrap maps on offer as well as the option to sample a whiskey from the Jameson portfolio.
Emma Lamont, Brand Director at Pernod Ricard Global Travel Retail for inclusion, said “It has been a privilege to work with Impero to launch ‘Arrive Like A Local’; our first worldwide exclusive Global Travel Retail campaign for the brand. The Impero team has taken our global ambition and created an impactful, stand-out campaign that is incredibly relevant in today’s increasingly connected world. All importantly this has been accomplished in true Jameson style, bringing travellers closer to the people and places they visit.”
Michael Scantlebury, Impero’s Executive Creative Director & Founder added: “We are incredibly excited to launch our first campaign for Jameson. Working in partnership with our client team, we have devised an impactful travel retail campaign which brings consumers together, wherever they are in the world, with a glass of Jameson.”