Pernod GTR targets Sydney with Jameson pop-up

18th August, 2017 by Nicola Carruthers

Pernod Ricard Global Travel Retail is promoting super-premium Irish whiskey range Jameson Deconstructed Series with an experiential pop-up at Sydney International Airport.

The Jameson Tasting Bar in Heinemann Departures invites travellers to taste the Jameson Deconstructed Series

Before starting their journey, travellers were engaged through a digital campaign combining both social and programmatic media. Programmatic media was coordinated through Qantas in-house data agency to specifically target passengers booking departing flights from Sydney International Airport in July.

A online questionnaire also gave travellers the opportunity to discover which Jameson Deconstructed Series expression – Jameson Bold, Jameson Lively or Jameson Round – was likely to suit their taste.
At the airport, geo-targeted advertisements on social media and media sites within the terminals directed travellers to the Jameson Tasting Bar in Heinemann Departures to take part in the Deconstructed Sensory Taste Experience.

Audio visual on the flavours and aromas of each expression played while sampling each expression to create a memorable sensory experience.
After selecting their preferred whiskey, travellers were sent a creative cocktail recipe to make and enjoy on their trip or when they arrived home. Those travelling back through Sydney International Airport also received an exclusive voucher to redeem on any Jameson product in the Heinemann Arrivals store.
Since its launch in 2016, the Jameson Deconstructed Series remains a “long-term priority” for Pernod Ricard and is available in key locations worldwide as a Global Travel Retail exclusive.

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