German liquor brand Jagermeister has kicked off a global travel retail campaign to celebrate the widespread return of air travellers post-Covid.
‘The Secret is You’ will include multi-media art exhibitions which will directly involve consumers in the artistic process, with travellers becoming ‘the secret ingredient’.
The pop-up activations will invite consumer to interact directly with the brand by ‘becoming artists’ through the creation of their very own ‘meisterpiece’.
Running for an initial period of eight weeks, installations will be opened at five European airports – Bucharest, Budapest, Vienna, Amsterdam and Hamburg.
The campaign is set to reach a projected 5 million passengers, and will hand out samples to 30,000 of them.
“The creative idea captures the essence of the connection between Jägermeister, art and our consumers,” Jägermeister vice-president of global travel retail, Tobias Witte said.
“The Secret is You welcomes passengers back and invites them to celebrate travel and the best nights to come, putting travellers at the heart of the activation and positioning Jägermeister as an instigator of remarkable experiences.”
Jägermeister Trade Marketing Director Global Travel Retail, Stephanie Cleary added: “This activation stands out in a crowded environment, as we leverage the progressive spirit of Jägermeister and turn our airport spaces into platforms that allow consumers to manifest their own artistic vision.”
“Our target audience of Urban Life Artists strives for cool moments and adventures of self-fulfilment. Our role is to cater to their ambition and offer a new territory where they can explore Jägermeister’s originality.”
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