Jameson and Trip Advisor create city guidesBy Melita Kiely
Jameson Irish whiskey has partnered with travel site Trip Advisor for its latest campaign, Arrive Like a Local.
The Arrive Like a Local campaign builds on the Jameson’s Widen the Circle initiative, and will launch in 35 airports worldwide in March.
The GTR extension features a digital library of ‘city guides’, which gives Jameson-inspired recommendations about where to explore, eat, drink and mix in 12 cities globally.
Liya Zhang, vice-president of marketing at Pernod Ricard Global Travel Retail (GTR), owner of Jameson, said: “The beauty of travel is that it allows us to make new memories and share stories, particularly those that are authentic to the destination. But that’s harder for travellers to do when they feel on the outside of the local circle.
“Jameson wants people to feel connected wherever they go. And we are doing that by equipping them with the tools they need to arrive like a local in the key cities that Jameson fans love to travel to.
“We believe that this campaign will bring travellers closer to their destinations and create a deeper connection with local people and our Jameson brand.”
The Jameson city guides can be accessed by a QR code, or through jamesonwhiskey.com.
They will offer off-the-beaten-track experiences for travellers to discover, a voiceover experience to access before visitors have left the airport, and suggestions for restaurants and food vendors.
Plus, Jameson will give tips on the best drinking dens in the city, including speakeasies and pubs, and local cocktail recipes to ‘mix like a local’.
Brendan Buckley, international marketing director at Irish Distillers, added: “At Jameson we have a long-held belief that life is better shared in moments of authentic human connection.
“As part of our global message to Widen the Circle, the Arrive Like a Local campaign encourages people to look for the shared values that unite them, wherever they travel, making the world feel like a smaller, friendlier place while connecting a global community.”