Pernod Ricard Global Travel Retail (PRGTR) has completed a three-month initial pilot period for the Jameson Travel Wallet in Dublin Airport, writes the Moodie Davitt Report.
The wallet, launched in collaboration with Jameson Irish Whiskey, falls under the company’s ‘Arrive Like a Local’ global travel retail campaign.
The Jameson Travel Wallet leveraged Web3 digital blockchain and NFT technology to connect with travellers in Dublin and offer them a seamless O2O shopping experience at the airport and throughout their journey.
The campaign targeted travellers from the US and key European hubs with flights through Dublin between April-June 2023. The campaign drove sign-ups to the Jameson Travel Wallet app where travellers could access exclusive offers and experiences.
The aim was to gain important consumer insights to better understand traveller preferences across the journey. According to the company, another goal was to deliver more personalised experiences by boosting omnichannel engagement and developing brand loyalty through memorable, digitally driven experiences.
These offers included Jameson Bow Street Distillery Experience, collective virtual tokens, free tastings and Click & Collect services.
“Through this pilot campaign, our objective was to understand how to entice and engage with travellers and improve our approach to connecting the pre-trip to in-store journey across the right touchpoints. Our initial results show we have reached 1.5m unique users, with 1,160 wallet creations and an 8.7% ticket conversion rate to the Bow Street Experience. It’s been fantastic working with our agency partners, Wavemaker and 92Proof, to test and refine this innovative channel, and we’re excited to learn from this pilot campaign and explore its potential for other brands and markets.”