Just in time to celebrate St. Patrick’s Day, Jameson Irish Whiskey will open tomorrow an $13.8 million top-to-bottom transformation of the historic Jameson Distillery Bow St. in Dublin.
Jameson converted its distillery tour into a fully immersive experiential marketing platform with the goal to create a deeper bond across the globe. The distillery first opened in 1997 and has since welcomed more than 4 million visitors.
Jameson, owned by Pernod Ricard, is part of a growing trend of brands that are reimagining their brand homes as experiential marketing platforms. For example, the Guinness Storehouse in Dublin offers tasting and a roof bar. The Heineken Experience in Amsterdam attracts visitors to its interactive tours and event space. And the Ford Rouge Factory Tour in Dearborn, MI, where people can get a look at how the popular Ford F-150 is manufactured and other attractions. These brand experiences are some of the most popular tourist attractions in their regions.
Did you stage a killer event or experience? Enter your campaign into the 2017 PRO Awards by March 17 (late deadline March 31).
Experiential brand homes complement traditional advertising and digital, social and content marketing. The immersive storytelling, multi-sensory experiences, theatrical production techniques and built-in shareable moments drive brand home engagement.
Brandchannel spoke with John Carroll, project director at Irish Distillers Pernod Ricard, and Christian Lachel at BRC Imagination Arts, which led the distillery makeover about how it all came together. Read the article …