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TRAVEL RETAIL: Pernod Ricard rolls out Jacob's Creek digital push

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Pernod Ricard has upped its digital marketing innovation with a Travel Retail campaign for Jacob's Creek that invites consumers to play a game of virtual tennis.

The push, in London Gatwick airport, also includes a sampling table and is part of wine brand's Wimbledon tennis championship sponsorship. Consumers log in to the game with a “player card” that connects to their social media platforms or email and which they can reuse when they return to the airport.

Top scores are logged and displayed at the Jacob's Creek stand.

Pernod said the activation, launched this month, “captures people’s attention when boredom levels are high”.

Pernod has focussed on digital innovation in the past 12 months. At the company's innovation day this year, it unveiled a prototype of an internet-connected home drinks system.


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