Seven brands on experiential: Jameson

The renovated Jameson Distillery Bow St. delivers the ultimate brand experience for connoisseurs of the whiskey, says Paula Reynolds, senior brand manager of brand homes at Irish Distillers Pernod Ricard.

  • ‘Brand home’: renovated Jameson Distillery Bow St.

    ‘Brand home’: renovated Jameson Distillery Bow St.

  • BRC Imagination Arts worked on the redesign of Jameson Distillery Bow St.

    BRC Imagination Arts worked on the redesign of Jameson Distillery Bow St.

  • The Bow St. Experience brings the stories of Jameson’s rich heritage to life in an immersive tasting tour

    The Bow St. Experience brings the stories of Jameson’s rich heritage to life in an immersive tasting tour

  • Bar at Jameson Distillery Bow St.

    Bar at Jameson Distillery Bow St.

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The renovated Jameson Distillery Bow St. opened in Dublin in March, with the aim of providing a fully immersive experience for whiskey connoisseurs. Experience design and production agency BRC Imagination Arts worked on the concept and redesign. As Paula Reynolds, senior brand manager, brand homes at Irish Distillers Pernod Ricard, explains, experiential is the most efficient and effective tool for driving brand advocacy at Jameson.

"With traditional marketing channels like advertising and digital you have anything from 30 seconds to two minutes to engage with a consumer. Experiential, however, allows us to fully engage with our consumers for 60 minutes or longer, through face-to-face immersive experiences where they can touch, smell and taste our whiskey. 

"The challenges we faced before our refurbishment centred on delivering an ultimate brand experience worthy of the brand's fans and advocates who make the pilgrimage to the original home of Jameson. Prior to the refurbishment we delivered a ‘one size fits all’ tour which we felt was outdated and passive. We now have three different experiences that cater to guests new to the brand as well as existing brand and whiskey advocates looking for a deeper dive experience."

BRC Imagination Arts' executive creative director Christian Lachel, adds that experiential is helping the brand to better connect with consumers as people today are tired of being marketed to.

He says: "They want to be treated like human beings, not generic ‘consumers’. At the same time, people want to learn more about the brands they love. They want to know where their favourite products come from, what their shared values are, and what makes them tick. There is tremendous opportunity to create lifelong advocates by engaging fans in these types of two-way conversations, driven by emotional engagement and transformation. Brand homes like Jameson Distillery Bow St. provide a platform for brands to touch people in the heart; involve guests in a multi-sensory, immersive storytelling experience; and encourage deeper loyalty and word-of-mouth advocacy."

View the full Brand Experience Report 2017 here, plus the top 45 agencies list

As part of the report, we also spoke to brand managers from LGSan MiguelLululemonTime OutVolvo and The Economist on their experiential strategies.

More: This year's Brand Experience Report also includes Brand Experience Report 2017 – Top 13 stats and an overview of the report on The age of integration, plus a Stats overview.

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