Jameson’s #BeOriginal360 activation lifts sales +39%

By Charlotte Turner |

Jameson-Be-Original-360-leadPernod Ricard Travel Retail EMEA has been awarded two accolades for its Jameson #BeOriginal360 activation, announced during the TFWA World Exhibition & Conference in Cannes.


The activity was held at London’s Gatwick Airport South Terminal earlier this year as a part of Jameson’s St Patrick’s Day celebrations.


Pernod Ricard Travel Retail EMEA took home Drinks International’s Travel Retail Challenge award for ‘Marketing Concept of the Year’ and ‘Marketing Campaign of the Year by a Supplier’ at the Frontier Awards.


“The awards honour the efforts of Pernod Ricard Travel Retail EMEA in pioneering new marketing approaches, concepts and technologies in order to inspire positive consumer sentiment and brand presence in travel retail,” said Adriana Perez, Brand Manager at Pernod Ricard Travel Retail EMEA.



The Jameson #BeOriginal360 activation, created in collaboration with World Duty Free and Gatwick Airport, targeted travellers along the ‘Travel Trail’ and offered an ‘authentic, on-brand and innovative experience’ focused on St Patrick’s Day.



Travellers were tasked to take an original passport photo in a 360° photo booth for their chance to win a ‘once in a lifetime trip’ to celebrate St Patrick’s Day in Dublin.


The activity was further leveraged through a partnership between Pernod Ricard Travel Retail EMEA and Airport Media Limited which saw the takeover of terminal screens to live cast #BeOriginal360 passport images.


Exposing up to 100,000 travellers who visited Gatwick Airport South Terminal during the period of the experiential activation, the Jameson #BeOriginal360 approach ‘successfully motivated sales’, with Jameson recording a +39% uplift compared to the same time last year.


The activity was also supported by a digital partnership with The LADbible which drove over 200,000 unique social media impressions using #BeOriginal360 and generated considerable views and engagement on a branded YouTube video in its first 24 hours.

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...


DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend