Pernod Ricard Global Travel Retail is celebrating St Patrick’s Day (17 March) with Jameson animations which inspire travellers to “take some Irish with them”.
The campaign is designed around the idea that unexpected experiences are often the most fun. It connects with travellers to discover the essence of the Jameson family portfolio, including the inspiration behind the new limited-edition bottle.
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The exclusive bottle, available in EMEA travel retail, is designed by Irish artist Claudine O’Sullivan. It is inspired by the tales of the Fianna – a young warrior pack in Irish mythology. The Fianna were guided by a set of mottos and known for unity and brotherhood in the face of adversity. O’Sullivan’s two close friends, Irish photographer Leonn Ward and British designer Alex Mellon, helped her bring this vision to life.
A Jameson pop-up will run at Dublin International Airport throughout March. The space transports elements from Jameson Distillery Bow Street in Dublin to the airport, including exposed brick, bar stools and words burned into the bar.
The pop-up invites travellers to interact with the brand via tastings, games and an arm-wrestling simulator, offering them the chance to upgrade their tasting experience.
Pernod Ricard Global Travel Retail will also host in-store experiences celebrating the full Jameson portfolio across airports in the USA, Canada, Australia, Germany, UK and Amsterdam.
Pernod Ricard Global Travel Retail Jameson Brand Director Lisa McCann said: “St Patrick’s Day is a time to celebrate the Irish culture and attitude and, this year, Jameson is celebrating the spirit of the unexpected. Across March, Jameson will activate across key airports to honour the deeper meaning of St Patrick’s Day with activations that celebrate bringing friends together.
“It’s about embracing those unplanned experiences, whether on a trip away or a night out, as these are the moments that end up being the most memorable.”
