Luck of the Irish
By leveraging Jameson Irish Whiskey’s radio media buy, TTC created a program for the brand that generated spontaneous awareness during a key selling period. The Jameson DJ Fly-Away brought DJs to Dublin to broadcast live from the Old Jameson Distillery on St. Patrick’s Day. Teasers, contests and call-ins leading up to the destination broadcast helped to build listener excitement, and a fun-filled Irish experience in Dublin created content for the DJs during their broadcasts.
By its sixth year, the program had generated more than 114 million targeted market media impressions and 153 hours of dedicated on-air time. It grew to include 40+ DJs from 20 U.S. cities and stations from other countries, including Canada, Israel, Spain, Japan, Greece and Australia.