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Jameson launches film campaign
A film fanatic campaign has been revealed by Irish Whiskey brand Jameson. The promotion will take place in premium bars in the UK during February and March using the strapline – The Perfect Finish.
The campaign will focus on challenging customers on film trivia with particular reference to the endings, based around the notion of the perfect finish.
Customers will have the opportunity to win a holiday to an "iconic film destination such as Thailand, Los Angeles or Tokyo." Those who purchase a Jameson and mixer in a premium UK bar, are invited to participate through the film teasers on drinks mats, posters and POS material.
Patrick Venning, head of marketing for Whiskies at Pernod Ricard UK said: “Jameson’s growing relationship with film has had a very positive response from our consumers. The promotion will not only increase the rate of purchase of Jameson in premium bars, but it will also develop a social currency that is relevant and interesting to the brand’s target market who see it as a playful and modern brand.”
The campaign, which is already underway and finishes on 31 March, is taking place in 4,000 bars across the UK.
Jane Parkinson, 18.02.09