The Jameson Travel Wallet leverages innovative blockchain and NFT technology to connect the online to offline consumer journey with exclusive digital first experiences.

Pernod Ricard Global Travel Retail (PRGTR) has just completed an initial three-month pilot campaign of the Jameson Travel Wallet, in collaboration with Jameson Irish Whiskey. Launched as part of the Global Travel Retail campaign, ‘Arrive Like a Local’, the Jameson Travel Wallet was created exclusively for international travellers to Dublin leveraging web3 digital blockchain and NFT technology to help better connect the traveller journey from online to offline.

The pilot campaign targeted travellers from the USA and key European hubs with flight bookings to Dublin between April and June 2023 driving sign ups to the mobile web-based app that provide travellers with unique Jameson whiskey offers and experiences.

The objective of the pilot campaign was to gain key insights and understand traveller preferences across the consumer journey by delivering personalised experiences, fostering enhanced engagement, and cultivating brand loyalty.

Jameson Stand at Dublin Airport
Photo Chris Bellew /Fennell Photography Copyright 2021

The Jameson Wallet offered several experiences including:

· Jameson Bow St Distillery Offer: An exclusive offer to take a friend for free to the Bow St. Experience in Dublin valued at 25€

· Collectible virtual tokens: Collect virtual tokens when you ‘Arrive Like a Local’ around key locations in Dublin to unlock an exclusive gift and drive footfall to the Jameson Tastehouse boutique in Dublin Airport T2 Departures

· Free tastings: A quiz to find your perfect whiskey match and claim a free tasting at the Jameson Tastehouse at Dublin airport on departure out of Dublin

· Click & Collect: Access the convenient Click & Collect service on The Loop Dublin duty-free website to browse and reserve a bottle for pick up at the airport.

Katie Gee, Global Traveller Engagement Director at Pernod Ricard Global Travel Retail, explains, “Connecting the traveller journey and measuring the effectiveness of media in travel retail is a key challenge we continue to explore. Travellers are now more connected than ever with strong Research-Online-Purchase-Offline behaviour with 54% of Duty-Free shoppers engaging with pre-trip communication touchpoints before arriving in store – up from 23% pre-covid. The Jameson Travel Wallet represents our commitment to finding innovative ways to connect and create a seamless unified journey across online and offline channels. We look forward to sharing our insights and learnings with our brands and strengthening our strategic approach with key retailer partners such as ARI, to leverage this technology for future campaigns.”

Bronwen Goodbar, Global Omnichannel Manager at Pernod Ricard Global Travel Retail, says: “The Jameson Travel Wallet’s integration of web3 and blockchain technology allows us to test a journey with specific travellers offering value-add experiences and integrating our domestic markets, brand homes and retailer partners across the journey. 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 instore 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 St 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.”