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Jameson #BeOriginal360 activation ‘most engaging’

Pernod Ricard Travel Retail Europe has hailed the success of a recent Jameson #BeOriginal360 airport activation, declaring the campaign its “most engaging” in-airport activity to date.

Jameson marks St Patrick's Day each year with a limited edition bottle
Jameson marks St Patrick’s Day each year with a limited edition bottle

Taking place at London Gatwick Airport South Terminal from 26-29 February to coincide with St Patrick’s Day, the activity saw a bespoke installation space set up in partnership with Gatwick Airport and World Duty Free.

Within the space, travellers had access to a 360° photo booth where they were challenged to take an “original” passport photo. Those who took part were entered into a competition to win a trip to Dublin to celebrate St Patrick’s Day.

A further partnership between Pernod Ricard Travel Retail Europe and Airport Media Limited which saw the takeover of screens in the terminal to live cast #BeOriginal360 passport images to further promote consumer engagement.

More than 200 passengers entered the photo booth over the four-day activation phase. Content captured over the period was then edited to a mini-film format and posted to YouTube to extend the activation reach beyond the airport space. According to Pernod Ricard, the film attracted more than 1,000 views within 24 hours of going live.

The film also acts as the first “episode” of a mini-series created to support additional moments in the campaign, with footage also featuring the winning group’s trip to Dublin for St. Patrick’s Day.

Results from the activation show a “strong correlation” between consumer engagement and sales, says the company. A sales uplift of 39% was recorded during the activation period compared to the same time last year.

In addition, the prominent location of the airport screens meant that all 100,000 travellers leaving the airport during the period were exposed to the activity.

Adriana Perez, brand manager at Pernod Ricard Travel Retail Europe, said: “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.”

Richard Irving, retail manager, Gatwick Airport Limited, added: “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 partner through the use of our iconic media screens and we will certainly look to hold more of these events in the future.”

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