Jameson promotion goes to the movies
Pernod Ricard UK is attempting to put its Irish whiskey brand Jameson under consumers' spotlights with the launch of a series of film screening events.
The new campaign sees Jameson partnering up with ShortList Magazine to create film screenings in independent cinemas around the UK over the next six months. The campaign kicks off with an exclusive screening of cult film Wall Street at London's Courthouse Hotel on November 25.
After the initial screening, readers of men's magazine Shortlist will decide the film to be shown when the campaign comes to their local cinema. Following the London launch, events will take place in Birmingham, Newcastle, Liverpool, Manchester and Edinburgh between November 2008 and April 2009.
Jameson's 'Cult Film Quiz' will be running in 22 editions of Shortlist, with prizes on offer including bottles of Jameson and tickets to the events.
The campaign will be promoted online with a new Jameson film channel hosted on www.ShortList.com.
It coincides with a fresh investment in Jameson's 'Seriously Playful' advertising series, launched earlier in the year. The new burst will involve conventional outdoor advertising and digital advertising on London Underground escalators. In print, the campaign will feature in GQ, Esquire, The Sunday Times and The Guardian, with activity launching on November 17 and continuing until mid-December.
Jameson head of marketing Patrick Venning said: "Christmas is always a really important time for Jameson in the UK so we're pleased to be bolstering this second burst of advertising with Jameson Cult Film Club."
