Mast-Jägermeister SE has introduced its ‘The Secret is You’ multi-media activation for the first time in the US travel retail channel.

Launched in 2022, ‘The Secret is You’ campaign celebrates travellers as the secret ingredient in the artistic process. It is being activated in over 60 airport spaces in 2023.

The 90sq m pop-up went live in the main concourse at New York JFK International Airport T4 on 18 September. The four-week promotion has been created in partnership with DFS Group and airport advertising concessionaire Clear Channel Outdoor.

‘The Secret is You’ space is located beside the main DFS wines & spirits store, and targets both domestic and international passengers.

The Jägermeister Ice Cold Gallery

The event harnesses Jägermeister’s Ice Cold Gallery, described as a cutting-edge digital art experience. The promotion invites consumers to become Jägermeister Ice Cold artists themselves; create their own ‘meister’ piece; and share the experience on social media.

The immersive campaign is Jägermeister’s biggest travel retail activation in the US to date. It has been brought to life with huge, hi-tech Clear Channel Outdoor screens and video walls which promote the pop-up throughout the terminal, both pre- and post-security, and direct passengers to the location.

When visitors arrive at the pop-up, they are invited to enjoy an ice-cold shot of Jägermeister, and pose in front of the Jägermeister tripod to join the Jägermeister world.

There are a number of animated backgrounds to choose from, including one with New York City landmarks, to encourage travellers to relive their best nights. The images are shared on the giant screen, in the online Ice Cold Gallery, and on social media.

Travellers are also emailed their image, which they can then share across their own social platforms.

“Activating at New York JFK, one of the busiest airports in the world with a global audience, is the perfect location to bring our ‘The Secret is You’ campaign to life and an important first for the Jägermeister brand,” noted Mast Jägermeister Vice-President Global Travel Retail Tobias Witte.

“Jägermeister is the number one shot brand in the world and a lifestyle brand in a category of its own. ‘The Secret is You’ invites consumers to celebrate travel and the best nights to come, and puts travellers at the heart of the activation.”

He added: “’The Secret is You’ leverages the progressive spirit of Jägermeister, not only to engage existing drinkers but also bring new consumers into spirits and grow the overall category. The campaign represents the connection between Jägermeister, art and consumers and our mission to provide the ‘Best Nights of your life – today and tomorrow’.”

DFS Group President, Merchandising, Global Merchandising, Christophe Marque commented: “We are proud to partner with Mast Jägermeister to unveil their biggest activation in the US, ‘The Secret is You’, for the very first time at DFS John F. Kennedy International Airport Terminal 4.

“We are confident that the immersive and engaging pop-up, together with the unforgettable service DFS provides, will appeal to both new and existing customers as they stand to experience Jägermeister like never before.

“Today, we raise a shot to the future, to the best nights that lie ahead and to the incredible moments we’ll craft together. Cheers to ‘The Secret is You.’”

Clear Channel Outdoor SVP Sales, Airports Division, Jon Sayer says: “We have enjoyed a great partnership with DFS Group and Mast Jägermeister to bring this high-impact campaign to consumers at a time when airports are seeing record travel numbers.

“Our screens inside the airport are truly immersive and the perfect platform for boosting visibility and awareness of ‘The Secret is You’ pop-up. The messaging and creative will captivate audiences looking for brand experiences before continuing their journey.”

Featured alongside Jägermeister are Jägermeister Cold Brew Coffee, which is available in limited states only, and Jägermeister Manifest, which is exclusive to GTR in the US. Pop-up visitors can choose which one to sample.

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