Jägermeister launches travel retail campaignBy Alice Brooker
Mast-Jägermeister is releasing a global travel retail campaign to celebrate the return of travellers.
The campaign, named The Secret is You, will be rolled out at five major European airports.
Every airport-based outpost in the region selling the German herbal liqueur will host a digital art activation designed to engage with customers, who will be offered a hot or ice-cold Jägermeister beverage.
“The creative idea captures the essence of the connection between Jägermeister, art and our consumers,” said Tobias Witte, Jägermeister vice-president global travel retail.
“The Secret is You welcomes passengers back and invites them to celebrate travel and the best nights to come, putting travellers at the heart of the activation and positioning Jägermeister as an instigator of remarkable experiences.”
The experience plays on consumers being involved in the ‘artistic’ process, as they can create their own digital art ‘meister-piece’ and share it on social media.
Individual cities will be displayed as animated backgrounds, with consumers able to pick and choose artwork. Visitors to the activation will be offered a digital version of their poster via email and a printed version in a branded cardboard tube.
“This activation stands out in a crowded environment, as we leverage the progressive spirit of Jägermeister and turn our airport spaces into platforms that allow consumers to manifest their own artistic vision,” said Stephanie Cleary, Jägermeister trade marketing director of global travel retail.
“Our target audience of urban life artists strives for cool moments and adventures of self-fulfilment. Our role is to cater to their ambition and offer a new territory where they can explore Jägermeister’s originality.”
The campaign will be live in Bucharest, Budapest, Vienna and Amsterdam until 31 July, and in Hamburg until the end of August.
By the end of the campaign, the brand hopes to have reached five million passengers and offered samples to 30,000 people.
Witte added: “As shoppers head back into stores after repeated lockdowns and travel bans, retailers need to focus on providing more stress-free, immersive experiences using advanced technology and brands must meet consumer expectations and enhance the customer experience, with digital-first encounters.”
Earlier this year, the brand invited aspiring bartenders to apply for a spot on its 2022 scholarship initative.
In more global travel retail news, Pernod Ricard recently rolled out its sustainable Ecogift tool, which assesses the sustainability of a gift with purchase (GWP) throughout its lifecycle.