Jameson launches city inspired travel labels

Jameson, one of the Irish whiskey brands within the Pernod Ricard-owned Irish Distillers’ portfolio, is releasing a special collection called City Editions, which will retail exclusively in travel retail outlets from this month for a limited period.

The labels have been designed to capture the urban culture and essence of eight great cities around the world, featuring Amsterdam, Bangkok, Dublin, London, Moscow, Paris, Singapore and Sydney. To further appeal to collectors and highlight the travel theme, the labels are finished with postage stamp edges. Each label will be exclusive to the corresponding city’s key international airport, with the Amsterdam edition being the first to hit the shelves in Schiphol airport this month, RRP €24.50.

To support the launch of the City Editions range, an activation programme has been created to maximise visibility, consumer engagement and sales.

Upon purchase, consumers will be invited to enter a City Editions Facebook photo competition for a chance to win a retro-inspired travel trunk, which doubles up as a drinks cabinet, containing all eight limited editions, along with four bottles of Jameson Original.

To enter the competition, consumers will be asked to post a picture of their limited edition bottle or of the city they love on Facebook. Entries can also be submitted in the airport via a smartphone or custom iPads in promotional spaces.

The City Editions campaign will be further activated through experiential activities including a simulated bicycle ride in Amsterdam and a virtual city scape of Moscow.

Daniel Lundberg, global brand director, comments: “With the Jameson City Editions, we wanted to celebrate the different cultures and personalities of some of the great cities around the world and we’re delighted with the end results. We are hopeful that this special collection and the marketing activity we are activating to support the launch will capture the imagination of international jetsetters and provide them with a unique memento of their travels for them to enjoy with their friends or keep as collectors’ items.”

14 August 2013 - Felicity Murray