Pernod Ricard Global Travel Retail and Irish Distillers have created a digital library of Jameson City Guides for travellers as part of a global campaign coined ‘Arrive Like a Local’.
The campaign engages travellers across digital, social, retailer integration, and out-of-home (OOH) to drive footfall to in-store experiences at travel hubs around the world.
With a presence at over 35 airports in March, ‘Arrive Like a Local’ features the Jameson product range, with a focus on GTR-exclusive Jameson Triple Triple alongside Black Barrel.
Online, the Irish whiskey brand has curated information on 13 cities, featuring recommendations on where to eat, drink and mix. Locations in the guides have all been chosen by Jameson bartenders and brand ambassadors.
The guides are accessed via QR codes and through a dedicated web page, with the information designed to help users feel like ‘one of the locals’ as soon as they touch down.
Content includes ‘Explore Like a Local’ with off-the-beaten-track experiences; ‘Chat Like a Local’ language voiceovers; ‘Eat Like a Local’ with restaurant and street food recommendations; ‘Drink Like a Local’ with cocktail bar and pub listings; and ‘Mix Like a Local’, where travellers are invited to try Jameson neat or in a cocktail.
The 13 cities are Dublin, Toronto, Bangkok, London, Barcelona, Paris, Amsterdam, Johannesburg, Sydney, New York, Kuala Lumpur, Mumbai and Bengaluru.
In-store, shoppers can purchase a bottle of Jameson wrapped in a city map as a souvenir gift or memento.
‘Arrive Like A Local’ sits within the brand’s ‘Widen the Circle’ initiative which connects Jameson fans with each other in a global community.
As part of the launch, Jameson will utilise OOH displays across six global airports, with an estimated reach of 18.9 million passengers over the next two months.
In addition, the brand is sponsoring the 13 locations on TripAdvisor, with an additional forecasted reach of 2.9 million.
Jameson ‘Arrive Like a Local’: Creating a ‘deeper connection’
“The beauty of travel is that it allows us to make new memories and share stories, particularly those that are authentic to the destination. But that’s harder for travellers
to do when they feel on the outside of the local circle,” said Liya Zhang, Vice President of Marketing, Pernod Ricard Global Travel Retail.
“Jameson wants people to feel connected, wherever they go. And we are doing that by equipping them with the tools they need to arrive like a local in the key cities that Jameson Fans love to travel to.
“We believe that this campaign will bring travellers closer to their destinations and create a deeper connection with local people and our Jameson brand.”
Brendan Buckley, International Marketing Director at Irish Distillers added: “At Jameson we have a long-held belief that life is better shared in moments of authentic human connection.
“As part of our global message to ‘Widen the Circle’, the ‘Arrive Like a Local’ campaign encourages people to look for the shared values that unite them, wherever they travel, making the world feel like a smaller, friendlier place while connecting a global community.”
Last month, Pernod Ricard posted stronger-than-expected 2023 H1 financial results, with global travel retail soaring by 36%. The year-on-year climb takes its sales in the channel to around 80% of what they were in 2019.