Pernod Ricard Global Travel Retail continued its promotion of Jameson’s Deconstructed Series with ‘Travel Trail activity’ at Sydney International Airport in July.

Before starting their journey, travellers were engaged through a digital campaign combining both social and ‘programmatic media’.

Programmatic media was coordinated through Qantas’ in-house data agency to specifically target passengers booking departing flights from Sydney International Airport in July.

An online questionnaire via jamesonwhiskey.com and promoted through social media, also gave travellers the opportunity to discover which Jameson Deconstructed Series expression – Jameson Bold, Jameson Lively or Jameson Round – was likely to suit their taste so they could look out for it at the airport.

GEO-TARGETED ADVERTISING

At the airport, geo-targeted advertisements on social media and media sites within the terminals directed travellers to the Jameson Tasting Bar in Heinemann Departures to take part in the Deconstructed Sensory Taste Experience.

Audio visual which amplified and educated on the flavours and aromas of each expression played while sampling Jameson Bold, Lively and Round to create a memorable sensory experience.

After selecting their preferred whiskey, travellers were sent a cocktail recipe to make and enjoy on their trip or when they arrived home. Those travelling back through Sydney International Airport also received a voucher to redeem on Jameson products in the Heinemann Arrivals store.

Since its launch in 2016, the Jameson Deconstructed Series remains a ‘long-term priority for Pernod Ricard’ and is available in key locations worldwide as a Global Travel Retail exclusive.

After selecting their preferred whiskey, travellers were sent a cocktail recipe to make and enjoy on their trip or when they arrived home.