Pernod Ricard Global Travel Retail: Jameson #BeOriginal360

Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.

Campaign details

Agency: ignisCountry: United Kingdom

Background

Time, attention and cash to spend? The consumer in Travel Retail (TR) is, in many ways, the ideal customer. But despite the opportunity it presents, you'll rarely see brands look beyond placement and pricing. Heavy discounting and offers saturate this environment, and even brands that have great stories to tell often won't in favour of more conventional methods. We knew that moving away from this model would require a brave brand; that brand was Jameson. We also knew that this environment was perfect for us to engage our travelling demographic...

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