Wall Street kicks off Jameson’s cult film season

Wednesday, 19 November 2008

A series of consumer film screenings, sponsored by Jameson Irish whiskey, kicks off next Tuesday (25 November) at London's Courthouse Hotel with the cult film Wall Street.

Brand owner Pernod Ricard UK is linking up with the ShortList Magazine to create film screenings in independent cinemas and screening rooms around the UK over the next six months.

After the initial screening, readers of the magazine will decide what is shown when the campaign comes to their local cinemas. Following the London launch, events will take place in Birmingham, Newcastle, Liverpool, Manchester and Edinburgh between this month and April next year.

Jameson's "Cult Film Quiz" will be running in 22 editions of Europe's largest men's magazine, asking readers questions created by Shortlist editorial staff to win prizes, including bottles of Jameson.

Once every month, ShortList readers will also get the chance to win tickets to the events and to nominate the films to be shown from a shortlist of three.

The campaign will also be supported online with a new Jameson film channel hosted on www.shortlist.com, where readers can access news on the latest movie releases, and find out when the Jameson Cult Film Club is coming to their local cinema.

The new activity also 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.

The campaign coincides with a fresh investment in Jameson's "Seriously Playful" advertising, following a successful print campaign earlier in the year. The new advertising burst will see Jameson's creative go outdoors on six-sheet posters, premium portrait sites and the London Underground.

The campaign will also feature a digital outdoor element through London Underground's digital escalator panels and Transvision screens.

In print, the campaign will echo the campaign earlier in 2008 with upweighted activity in titles such as GQ, Esquire, The Sunday Times and The Guardian, with activity continuing until mid-December.

Mike Dennis