Jameson's web-3 campaign 'Arrive Like a Local' via 92Proof

By AdNews | 6 May 2024

Whiskey brand Jameson's 'Arrive Like a Local' campaign, enhanced by Web3 technology, is transforming travel retail by creating immersive experiences that connect consumers with local cultures as soon as they land.

Now activated in more than 36 airports globally, the 2024 campaign by branding agency 92proof transforms how travellers interact with the Jameson brand, turning every airport into a gateway for authentic local experiences.

With the Jameson Passport, travellers can unlock personalised city guides to discover local dining, drinking spots, and cultural hotspots, starting their journey with a complimentary welcome drink on Jameson.

This year builds on the success and insights gained from the initial campaign, incorporating user-friendly digital engagements like gamified AR/XR encounters and exclusive offers, seamlessly blending the digital with the physical.

The web-3 travel wallet campaign has expanded into major hubs like London Heathrow, New York JFK, LDN Gatwick, Sydney, and Amsterdam airports.

The campaign facilitates an easy connection for travellers through cutting-edge Web3 technology, leading to augmented reality experiences and special offers.

This approach not only enhances the travel experience but also sets a new standard in engaging digitally savvy travellers, ensuring that Jameson remains at the forefront of travel retail innovation.

The consumer-centric omnichannel strategy, collaborating with leading travel retailers Aer Rianta International (ARI), Avolta, Gebr. Heinemann and DFS, has seen the 2024 campaign feature experiential activities, as well as digital and OOH media, along with influencer partnerships at key hub airports around the world.

92 Proof co-founder and director Paul Di Vito said the real triumph of this initiative lies in using advanced technology to evolve the shopping experience into a comprehensive brand adventure that extends from airports to global bars.
"The campaign's shift from its Dublin pilot last year, to its current global scope, underscoring the necessity of integrating digital and physical channels to create a seamless consumer journey," he said.
"This approach doesn't just change how we engage shoppers; it revolutionises it, making every interaction an opportunity to deeply connect with the brand."

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