Pernod Ricard Travel Retail Europe is celebrating the success of its recent Jameson #BeOriginal360 campaign, which took place at London Gatwick Airport South Terminal from 26 to 29 February to coincide with St Patrick’s Day.
Described as the brand’s most engaging in-airport execution to date, the activation reflected Jameson’s commitment to celebrating in original style by using digital technology in high-footfall travel retail space for maximum impact.
An installation in the concourse area, created in collaboration with World Duty Free and Gatwick Airport, offered travellers access to a 360° photo booth where they were invited to take an original passport photo, in a pose of their choice, for their chance to win a trip to celebrate St Patrick’s Day 2016 in Dublin.
Click to view the mini film which received 1,000 views in the first 24 hours of going live |
The activity was further supported by a partnership between Pernod Ricard Travel Retail Europe and Airport Media Limited, which saw #BeOriginal360 passport images displayed live on screens in the terminal to 100,000 people.
Over 200 participants visited the booth across the four-day activation phase. Footage captured from both in and around the photo booth was edited to a mini film format and posted to YouTube, gaining more than 1,000 views within 24 hours. The film marks the first ‘episode’ of a mini-series created to support additional moments in the campaign, with footage capturing the winning group’s trip to Dublin for an original St Patrick’s Day experience.
“We are so proud of the positive reaction to the Jameson #BeOriginal360 activation at London Gatwick Airport. Our strategy delivered an engaging, on-brand experience that truly reflected Jameson’s unique DNA as well as wider engagement opportunities that allowed travellers to get in the mood for celebration. Clearly this approach resonated with the travellers we targeted and the results speak for themselves,” said Pernod Ricard Travel Retail Europe Brand Manager Adriana Perez.
According to Pernod Ricard Travel Retail Europe, during the activation period sales were up +39% compared to the same period last year.
Gatwick Airport Retail Manager Richard Irving commented: “Gatwick Airport is delighted to have been able to host this event with Jameson to give our customers the chance to take part in this fun event in our South Terminal with the chance to win a great experience for St Patrick’s Day in Dublin. Pernod Ricard Travel Retail Europe delivered a great event which perfectly aligned our airport, our passengers, our brand partners and our media partners through the use of our iconic media screens and we will certainly look to hold more of these events in the future.”
