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Inspiration

From Tourist to Local in a Sip: How Jameson's 'Arrive Like A Local' Campaign Redefines Travel

Published on
December 12, 2023
Words by:
Inspiration
Inspiration
Inspiration

From Tourist to Local in a Sip: How Jameson's 'Arrive Like A Local' Campaign Redefines Travel

Published on
December 12, 2023
Words by
Words by:
Winner of Brand Campaign of the Year at the Moodies Awards for Travel Retail, our Arrive Like A Local Campaign engaged consumers in a travel experience like never before!

The modern traveller wants to feel like a local, to savour authentic experiences. 72% of travellers yearn for that 'local' connection and 63% are willing to invest more to feel like a local. In response to this call for authenticity, we developed the Jameson "Arrive Like A Local" Travel Wallet with our partners Pernod Ricard, 92 Proof, and The Zoo Republic. 

As a pivotal pilot initiative within the Jameson "Arrive Like a Local" program, this omnichannel campaign redefines the travel experience from the customer's pre-travel planning, to the exploration of the vibrant streets of Dublin. 

The campaign seamlessly weaves together the digital realm with the tangible world through location-based real-life and extended reality (AR/XR) encounters. It is more than just a campaign; it's an experience that delivers valuable content and unforgettable shopping experiences across the journey.

Campaign Objectives:

  • To orchestrate a personalised and seamless online-to-offline (O2O) shopping experience.
  • To cultivate brand loyalty through memorable, digitally driven experiences.
  • To gain valuable consumer engagement insights.

Implementation:

The Jameson Travel Wallet app stood as the centrepiece of the omnichannel strategy, offering a host of engaging features:

  • Dublin Exploration: Powered by geolocation, the map provided users with an interactive and user-friendly tool to explore local Jameson venues, experiences, and offers in Dublin.
  • Exclusive Offers: Users could access a selection of exclusive offers and experiences. For instance, those who joined the Jameson Travel Wallet were able to bring a friend along for free to the Jameson Bow Street Distillery Experience in Dublin, an experience valued at €25 (US$27).
  • Virtual Tokens: A virtual token system was integrated to reward users for their engagement, actively encouraging them to delve deeper into the offerings.
  • Social Connection: The platform facilitated connections between fellow travellers, fostering a sense of community and shared experiences.

The integration among the digital wallet, email marketing, social media, and in-store displays was seamlessly executed. Consumers gained access to the digital wallet by scanning a QR code displayed in-store or through a link provided in an email. Within the digital wallet, users had the capability to share their experiences directly on their social media profiles. Further, the wallet seamlessly integrated with The Loop Dublin Duty Free website's Click & Collect services, enabling travellers to reserve a bottle of Jameson and conveniently collect it upon departure at the airport. 

Results: 

The Jameson Travel Wallet campaign demonstrated exceptional performance, showcasing robust reach and engagement on both Programmatic and Social fronts. It not only met but exceeded its objectives in several key areas:

  • Impressive Reach: The campaign achieved an outstanding 11 million impressions, surpassing the initial target of 8.6 million.
  • Exceeding Click Expectations: The campaign delivered a remarkable 28% more clicks than originally forecasted, underscoring its appeal and effectiveness in capturing user interest.
  • Real-World Engagement: The Bow Street Experience witnessed an impressive 8.7% ticket conversion rate, highlighting the campaign's prowess in driving tangible, real-world engagement.
  • Email Insights: The email strategy employed in the campaign not only met but exceeded benchmark open rates. It proved to be a potent tool for reactivating inactive or lapsed consumers, driving them toward the Jameson Wallet.
  • Impactful Wallet Engagement: Emails sent to previous wallet engagers garnered significantly higher open rates and click-through rates (CTR) compared to those sent to non-previous wallet engagers. This outcome is particularly exciting as it demonstrates that the wallet experience had a positive influence on consumers' decisions to re-engage with email marketing content and, importantly, with the wallet itself.

Time for Global Roll Out!  

The Jameson "Arrive Like A Local" Travel Wallet stands as a testament to innovation and the future of omnichannel marketing. Its pioneering success validates our belief that Web3 is poised to revolutionise travel retail engagement. As we look ahead, we will be continuing a global roll out of the wallet experience.  Welcome to the future of travel engagement!