Jameson Invites Fans to Experience the World ‘Like a Local’ with Global Campaign

Pernod Ricard Global Travel Retail (PRGTR) announces the launch of Jameson’s new global campaign ‘Arrive Like a Local’, conceived in partnership with Irish Distillers, and exclusive to Global Travel Retail.  

Made in Ireland, but welcomed everywhere, Jameson truly is considered a favourite amongst the locals, all over the world. And now, as travellers get back to exploring new places, they can discover them like a local; through the eyes of those who know these cities best. 

In partnership with Irish Distillers, the world-renowned Irish whiskey brand has created a digital library of ‘City Guides’, which provide information on Jameson-recommended places to explore, where to drink, eat and mix in 12 cities Jameson fans love to travel to; enabling them to feel like one of the locals as soon as their feet touch the ground. 

Building on the brand’s ethos to ‘Widen the Circle’, this campaign invites Jameson fans old and new to experience the world ‘like a local’, while connecting them to a global community. 

The omnichannel ‘Arrive Like a Local’ campaign, will engage travellers across multiple touchpoints on their journey across digital, social, retailer integration and out of home (OOH), driving footfall to multi-faceted interactive in-store experiences hosted by key travel hubs across the world.  

The Jameson City Guides can be accessed by a QR code or directly through a dedicated web page instantly unlocking recommendations that have been curated by selected Jameson bartenders and brand ambassadors. Travellers can expect to:  

• Explore like a local: Discover off-the-beaten-track experiences 
• Chat like a local: Jameson Fans are invited to pick up an audio headset to ‘listen and learn the local lingo’. The voiceover experience will take travellers on a journey around the world, before they’ve even left the airport, equipping them with all the tools they need to share their favourite Jameson drink with a local wherever they are headed
• Eat like a local: Pinpoint the best restaurants and street food vendors 
• Drink like a local: Discover the finest cocktail establishments, hidden speakeasies, or cosy pubs
• Mix like a local: Travellers will be invited to try Jameson neat, or as a cocktail inspired by local serves around the world 

To cement their memories of the trip, shoppers can purchase a bottle of Jameson wrapped in a city map, providing the perfect memento or personalised gift.  

Liya Zhang, vice president of marketing at Pernod Ricard Global Travel Retail 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.” 

Brendan Buckley, international marketing director at Irish Distillers said “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.” 

Launching at over 35 airports worldwide in March, the ‘Arrive Like a Local’ campaign will feature the Jameson Family, with particular focus on GTR exclusive Jameson Triple Triple as well as Black Barrel.  

The campaign will be launched in partnership with Trip Advisor, the world’s largest travel site, where Jameson will sponsor 12 destinations, offering the site’s users the chance to ‘Arrive Like a Local’ the Jameson way. 

“So, wherever you’re going, Arrive Like a Local with Jameson,” added Liya Zhang.