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Pernod Ricard hits the big screen to push Jameson's

Published:  19 November, 2008

Pernod Ricard is launching a series of consumer film screening events to support Jameson Irish Whiskey.

The brand has partnered with ShortList Magazine to create film screenings in independent cinemas and screening rooms 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 Shortlist Magazine will vote for what's shown when the campaign comes to their local cinema.

The campaign is being supported with an online film channel, hosted on the Shortlist Magazine website, where readers can access news on movie releases and find out when the Jameson Cult Film Club is coming to their local cinema. Jameson will also run a 'Cult Film Quiz' in the magazine, giving readers the chance to win prizes including tickets to the screenings.

The new activity builds on Jameson's international association with film, which has seen the brand sponsor film awards and competitions in Dublin, Belfast, the US and London in the past.

It also coincides with a fresh investment in Jameson's 'Seriously Playful' advertising campaign. The new advertising burst, building on the print campaign that was launched earlier this year, will include outdoor activity and digital escalator panels on the London Underground. In print, ads will appear in titles such as GQ, Esquire, The Sunday Times and The Guardian until mid-December.

Patrick Venning, head of marketing for Jameson at Pernod Ricard UK, said: "We know that film is a very powerful way to reach the Jameson drinker from the international film associations Jameson has developed, so we have high hopes that this activity will further build brand loyalty among our consumers over the coming months".