Jameson, is celebrating St Patrick’s Day 2014 with the launch of a new limited edition bottle in European travel retail this month.

 

For the fourth consecutive year, the Jameson Original bottle has been redesigned in celebration of St Patrick’s Day. This year’s designer is Irish illustrator Dermot Flynn who depicts ‘world-renowned’ local pub The Stag’s Head, as well as historical figures (such as W.B. Yeats), along with a selection of local Dublin expressions.

 

Message walls have been placed in Frankfurt, Copenhagen and Moscow Sheremetyevo International Airport Terminals E & F to help promote the campaign. Travellers will have the chance to win ‘the ultimate St Patrick’s experience’ by creating their own St Patrick’s doodle on the wall of the dedicated space.

 

The consumer with the best graffiti will win a two-day trip to Jameson’s home town over St Patrick’s Day 2015. Jameson has employed the use of branded display units, which include an sound effects allowing consumers to hear ‘typically Irish expressions’ while picking up a bottle from the shelf.

 

[Above: The Spirit of Dublin activation at Frankfurt Airport.]

 

‘CREATING DISRUPTIVE PROMOTIONS’

Jenny Shipton, Marketing Director at Pernod Ricard Travel Retail Europe, comments: “Creating disruptive and engaging activities to support our brands in the travel retail channel is at the forefront of what we are doing.

 

“To support the launch of the Jameson Spirit of Dublin limited edition, we are offering travellers the opportunity to have fun by drawing graffiti in airports while our innovative displays, complete with sound effects, are unique and offer further consumer engagement. We are expecting it to appeal to Irish whiskey fans travelling through European airports this month.”

 

The Jameson Spirit of Dublin Limited Edition bottle is available with a RSP of £24.99