The Jameson ‘Arrive Like a Local’ campaign, enhanced by ground-breaking new technology, is transforming travel retail by creating immersive experiences that connect consumers with local cultures as soon as they land.

And an Australian agency called 92 Proof is the mastermind behind one of the elements of the campaign – the Jameson branded SmartWallet, developed in collaboration with SmartMedia Technologies.

Following its Dublin pilot last year, which won Brand Campaign of the Year at the Moodies Awards for Travel Retail, the Irish whiskey’s campaign, created by Impero London, has now been activated in more 36 airports globally. It aims to revolutionise how travellers interact with the Jameson brand by turning every airport into a gateway for authentic local experiences.

By using the ‘Jameson Passport’, travellers can unlock personalised city guides to discover local dining, drinking spots, and cultural hotspots, starting their journey with a complimentary welcome drink on Jameson.

View the Melbourne guide here.

The Jameson travel retail campaign has expanded in 2024 into major hubs including London Heathrow, New York JFK, LDN Gatwick, Sydney, and Amsterdam airports.

92 Proof co-founder and director Paul Di Vito said: “The real triumph of this initiative lies in using advanced technology to evolve the shopping experience into a comprehensive brand adventure that extends from airports to global bars.

“This approach doesn’t just change how we engage shoppers; it revolutionises it, making every interaction an opportunity to deeply connect with the brand.”

92 Proof co-founder’s deep drinks connection

92 Proof was founded by drinks industry veterans Di Vito and Mike Edkins in 2021. It has since partnered with companies like Pernod Ricard, Lion Nathan, Bacardi, Mark Anthony Brands and Australian Vintage Limited. 

“It’s both incredibly rewarding and exciting to be at the forefront of our industry,” Di Vito (above) said.

“Our team is made up of incredibly diverse and globally experienced individuals – this gives us a unique perspective and ability to merge our global experience with local partners, creating an unrivalled team that has been able to bring exceptional value to these global brands. We’re deeply proud and humbled to represent Australia’s on the global stage, showcasing the rich talent our country has to offer.”

As for why 92 Proof specialises in drinks campaigns, Di Vito said he had spend more than two decades in the alcoholic beverage industry in various senior roles for some of the world’s leading brands. Additionally, everyone in his team has spent time working in global roles in the industry.

“It has made us all extremely passionate about the drinks and hospitality industry, not only is the sector, fun, dynamic and innovative but fundamentally it’s people-oriented – it’s about enhancing human connections and giving brands a chance to be part of celebrating the everyday and life’s significant milestones,” he said.

Australian agencies have been winning a swag of international awards in recent years, which Di Vito attributes to the local creative industry’s reputation for continuously pushing creative boundaries and challenging the status quo.

“Our bold approach, combined with a culturally rooted, light-hearted style, has enabled both agencies and brands to capture global attention,” he said.

“This daring spirit has positioned Australia’s standing as a strong competitor internationally. The increasing presence of Australian brands worldwide highlights our leading role at the forefront of innovation and creativity.

“As these brands gain further international recognition, they not only strengthen Australia’s reputation as a source of innovative and fresh ideas but also demonstrate our capability to set global trends. This dynamic interaction between creativity and recognition drives our industry forward, shaping its future and confirming Australia’s significant global influence.

“I also believe what makes us different is that we are a team of ex-clients who have lived and breathed brand challenges working across global businesses, having worked across major corporations, and running our own agency-developed brands, we understand what it takes to strategically connect all the dot, and build solutions through the lens of culture, consumer
and customer and most importantly how to commercialise ideas.

“Not only are our team experts in the category dynamics and trends, but we also have direct relationships with retailers and strategic partners that position us at the forefront of innovative solutions that connect, engage, and convert consumers into shoppers.”

Di Vito describes 92 Proof as being the mixologists of marketing.

“Much like mixologists who refine their craft through continuous experimentation and innovation, we apply a similar philosophy to how we operate 92 Proof,” he explained. 

“Every campaign we launch is a testament to our agency’s passion for the drinks industry, mirroring the dedication of mixologists who perfect their craft behind the bar.”

Watch the Jameson Arrive Like A Local travel retail campaign by Impero London below: