Multi-award winning independent brand experience agency ignis has appointed Asha Kanhai as Business Development Manager.

Kanhai has worked in the marketing industry for 15 years. Her experience covers time at agencies including Field Day (formerly Arnold KLP), The Marketing Store and Summit, as well as a previous stint at ignis. She has worked on brands including 7UP, Fruit Shoot, Mars, Mattessons Fridge Raiders and Bordeaux wines.

Stephanie Whitaker, Managing Director of ignis, says: “We are absolutely thrilled to have Asha back.  Her role is to continue nurturing new business connections across a client portfolio she is already familiar with as well as developing new client relationships.”

ignis is a multi-award winning independent brand experience agency based in Fulham. Over its 29-year history, it has worked for a wide range of clients ranging from Jameson Whiskey, Sheraton Hotels and Fuller’s to Betfair and Cuticura. A member of the Institute of Promotional Marketing, ignis won two Gold trophies and a Silver for its #JamesonBeOriginal360 experience work for Pernod Ricard Travel Retail and Jameson in the IPM Awards 2017; the same campaign then went on to win a Silver and a Bronze in the pan-European IMC Awards.

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Jameson Irish whiskey is celebrating St. Patrick’s Day 2017 with a campaign centred around the phrase ‘to chance your arm’, in tribute to the brand’s motto Sine Metu, which means “to be without fear”.

Jameson has launched a new Limited Edition 2017 bottle to mark the occasion. Designed by Dublin-based artist Steve McCarthy, the label illustration depicts a historic Irish tale based around an incident where the leader of one clan, besieging the forces of another in St Patrick’s Cathedral, Dublin, is supposed to have offered to make peace and showed his good intentions by reaching through a hole in the cathedral door, risking the defenders cutting it off. The leader of the defenders took the hand of peace, according to the legend, and the door, with the hole still in it, is now known as The Door of Reconciliation.

Running in travel retail at Amsterdam and Frankfurt airports throughout March, the promotion offers passengers who buy a Limited Edition bottle of Jameson gift-with-purchase rewards – and then immediately challenges them to try and win upgraded prizes if they choose to live fearlessly and risk their original gift.

The campaign was created for Jameson by communication agency ignis. Using a Jameson Irish whiskey-inspired replica of the Door of Reconciliation, passengers will need to reach into the door and work together with other passengers to find matching Chance Cards. If two matching cards are drawn, the purchasing passenger wins the corresponding upgrade prize.

Nick Peters, Executive Creative Director at ignis says: “This activation is the perfect opportunity for Jameson to have genuine consumer interaction in travel retail, whilst educating air passengers on this year’s limited edition bottle in a fun and relevant way.”

Mike Wilson, Brand Manager at Pernod Ricard Travel Retail EMEA, added that the brand “wanted to relate the Jameson Limited Edition bottle to an activation that would disrupt the duty-free environment and capture the spirit of Sine Metu”.

The Jameson “Chance Your Arm” activation will be live until March 30^th 2017 in Amsterdam Schiphol and Frankfurt airports.

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