Jameson - Whiskey, kinda? But really Irish Tourism?

MARKETING

There were some videos that displayed as banner ads, but for the life of me I can’t find a full version of the spot.

WHAT CAUGHT MY EYE

This ad put an unconventional spin on two products - both Jameson and Ireland itself. I don’t think that Jameson is something I would generally consider a tailgate or party staple, but this is certainly trying to position it as one. And secondly, it is planting the idea of visiting Ireland in the audience’s head - with or without an NFL game. There are lots of different channels offering travel content for people with the travel bug, but podcast commercials talking about football games is not one I’ve come across before. 

THOUGHTS & DID IT WORK? 

My name is Sean O’Brien and I live in Boston, so wanting to go to Ireland is a default setting for me, so this did work on me. However, what I really like about this is the creativity and unconventional angle. The NFL is expanding to host more games abroad, and places like Ireland are wanting the influx of tourists and cash that the games bring. I wouldn’t be surprised if we do see a game in Dublin in the next 5-10 years, but I think the real success of this campaign was the framing of Jameson and Ireland in a novel way.