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Family-owned Mast-J\u00e4germeister SE, the maker of the world\u2019s most successful herbal liqueur, is launching a major new global travel retail campaign, celebrating the return of travellers.<\/p>\n
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It takes originality to the next level, as every J\u00e4germeister airport space becomes an outpost of the Ice K\u00fchl Gallery, showcasing multi-media art exhibitions which directly involve consumers in the artistic process. They become the secret ingredient.<\/p>\n
The Secret is You activation invites consumers to become J\u00e4germeister artists. The pop-up is a cutting-edge digital art experience which encourages people to express themselves, by creating their own meister piece and then sharing their experience on social media.<\/p>\n
Drawn in by LED screens, visitors start with a perfectly ice-cold shot of J\u00e4germeister and pose in front of the J\u00e4germeister tripod to become part of the J\u00e4germeister world. They choose from animated artistic backgrounds including one for each of the individual cities to relive their best nights and create their own unique masterpiece where they are the hero. Submissions are shared on the giant screen in-store, online in the Ice K\u00fchl Gallery and on social media. They receive the digital version of their poster on email and a printed version in a branded carboard tube.<\/p>\n