Mast-Jägermeister SE, the maker of the world’s most successful herbal liqueur, is activating Jägermeister’s multi-media travel retail campaign, The Secret is You for the first time in the US Travel Retail region.

The 90 sq m pop-up runs for four weeks from 18 September at New York’s JFK International Airport in T4’s main concourse, in close partnership with DFS Group and airport advertising concessionaire, Clear Channel Outdoor.

The Secret is You space is located beside the main DFS wines & spirits store and targets both domestic and international passengers. It reflects Jägermeister’s Ice Cold Gallery, a cutting-edge digital art experience and invites consumers to become Jägermeister Ice Cold artists, create their own meister piece and share the experience on social media.

The immersive campaign, which is Jägermeister’s biggest global travel retail activation in the US to date, is brought to life with huge, hi-tech Clear Channel Outdoor screens and video walls which promote the pop-up throughout the terminal, both pre- and post-security and direct passengers to the location.

When visitors arrive, drawn in by LED screens, they start with a perfect ice-cold shot of Jägermeister and pose in front of the Jägermeister tripod to join the Jägermeister world. They choose from animated artistic backgrounds, including one with New York City landmarks, to relive their best nights. The images are shared on the giant screen, in the online Ice Cold Gallery and on social media. They receive the poster on email which they can then share across their social platforms.

“Activating at New York’s JFK, one of the busiest airports in the world with a global audience, is the perfect location to bring our Secret is You campaign to life and an important first for the Jägermeister brand,” says Mast Jägermeister Vice-President Global Travel Retail, Tobias Witte.

“Jägermeister is the number one shot brand in the world and a lifestyle brand in a category of its own. The Secret is You invites consumers to celebrate travel and the best nights to come and puts travellers at the heart of the activation. The Secret is You leverages the progressive spirit of Jägermeister, not only to engage existing drinkers but also bring new consumers into spirits and grow the overall category. The campaign represents the connection between Jägermeister, art and consumers and our mission to provide the Best Nights of your life – today and tomorrow.”

Alongside Jägermeister are Jägermeister Cold Brew Coffee, which is available in limited states only and Jägermeister Manifest which is exclusive to GTR in the US. Visitors have the chance to sample Jägermeister Cold Brew Coffee or sip a Jägermeister Manifest.

Launched in 2022, The Secret is You campaign celebrates travellers as the secret ingredient in the artistic process and is being activated in over 60 airport spaces in 2023. Jägermeister is now the eighth largest premium spirits brand line* in the GTR channel.