Could the Jameson GTR initiative encourage worldwide inclusivity?

Pernod Ricard has launched a global travel retail “inclusiveness” initiative for its Jameson Irish whiskey brand into airports in 18 markets.

The GTR activation, named ‘Arrive Like a Local’, has been the brainchild of creative agency Impero and invites travellers at the airport to learn colloquial idioms and tap into the local culture and experiences via a range of interactive content that warms them to their destination.

To support the campaign, there will be opportunities for travellers to sample the whiskies within the Jameson portfolio as well as discover “bottle-wrap maps” as part of the consumer journey.

In discussing the activation, industry sources told the drinks business that the objective of the campaign “seems legitimately like a really good idea and a way to tackle broader issues that can arise when people travel, like being aware of customs and stay on the right side of being respectful”.

Speaking about the GTR initiative, Emma Lamont, brand director at Pernod Ricard Global Travel Retail for inclusion, said: “It has been a privilege to work with Impero to launch ‘Arrive Like A Local’; our first worldwide exclusive global travel retail campaign for the brand. The Impero team has taken our global ambition and created an impactful, stand-out campaign that is incredibly relevant in today’s increasingly connected world. All importantly this has been accomplished in true Jameson style, bringing travellers closer to the people and places they visit.”

The move follows Pernod Ricard’s intention to work with Jameson’s brand ethos to “widen the circle” and embrace inclusiveness and belonging while also driving brand awareness, promoting product messaging and amplifying the whiskey brand’s positioning.

Additionally, one industry commentator told db that his take, although initially cynical, had actually adapted because it was clear that the motives of the activity could really make a difference in the longer term.

He explained that the movement to “make people more inclusive and interested in cultural differences was a huge step forwards in terms of eradicating racism and xenohobia for future generations” and went on to state that “if a company wants to use its brand to address all of the postive merits of the people who live in the places people are likely to visit, then this is a great big step forwards in celebrating differences with positivity”.

Michael Scantlebury, Impero’s executive creative director and founder added: “We are incredibly excited to launch our first campaign for Jameson. Working in partnership with our client team, we have devised an impactful travel retail campaign which brings consumers together, wherever they are in the world, with a glass of Jameson.”