Brown-Forman appoints Jackanory to handle travel retail activations

Brown-Forman has appointed Jackanory to create a global travel retail toolkit and brand activations for its American whiskey portfolio, following a three-way pitch.

Brown-Forman, which owns Jack Daniel's, has appointed agency Jackanory to handle travel retail activations
Brown-Forman, which owns Jack Daniel's, has appointed agency Jackanory to handle travel retail activations

Jackanory will create a toolkit that will be used for airport and ferry activations worldwide. The toolkit will focus on the stories behind each of Brown-Forman’s American whiskey brands and aim to give consumers a more engaging and unique experience in the busy travel retail environment. 

Hannah Lyons, global travel retail portfolio brand manager of Brown-Forman, said: "In the busy travel retail space, it’s important to interrupt, engage and educate travellers about our Brown-Forman American whiskey brands like Jack Daniel's, Woodford Reserve and Old Forester by telling the authentic, timeless stories that bring each to life. We know that the toolkit Jackanory creates will enable us to deliver stand-out experiences ensuring our consumers have a deeper understanding of the Brown-Forman portfolio while meeting our business and brand objectives."

Jo Curtis, co-founder of Jackanory, said: "Given our belief in the power of stories to engage people through memorable experiences, we’re looking forward to using our storytelling approach to engage and educate travellers about the iconic brands in Brown-Forman’s American whiskey portfolio." 

The travel retail toolkit will be completed in November 2016 and subsequent travel retail experiences will be rolled out worldwide throughout 2017.

More: Michael Boaler, senior brand manager for Jack Daniel's, explains why experiential is integral to the brand here.

Jackanory's Jo Curtis recently penned a blog for Event on the power of pop-ups, where she revealed her tips for creating a successful brand pop-up experience.


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