Jameson marketing manager Jane Chmara explains why The Jameson Dublin International Film Festival will once again prove an unmissable cultural event
Jane Chmara, Jameson marketing manager, Commercial Ireland
Why has it proved important for the Jameson brand to maintain an ongoing association with the Jameson Dublin International Film Festival over the past 10 years?
The Jameson Dublin International Film Festival (JDIFF), which is celebrating its tenth anniversary this year, is one of the key events on the Irish cultural calendar and Ireland’s most important film event.
Our association with film began in 1998 and since then it has become an intrinsic part of the global marketing strategy for Jameson. We are now involved with more than 30 film festivals around the world, including the Jameson Empire Awards in London and the Film Independent Spirit Awards in Los Angeles.
At the heart of our film association is our sponsorship of the JDIFF, which has grown from strength to strength since 2002 and we have just announced that we’re extending this partnership until 2015. Over the past ten years, an array of film talent has joined in with the celebrations including Daniel Day Lewis, Gabriel Byrne, Colin Farrell, Charlize Theron, Colin Firth, Liam Neeson and Kevin Spacey.
What marketing activity will Jameson introduce ATL and BTL to support the Jameson Dublin International Film Festival this year?
We have once again developed an integrated marketing campaign consisting of TV, print, radio, outdoor, online and extensive in-bar and retail promotions around Dublin. This year’s programme will once again feature the hugely popular Jameson Cult Film Club where we will bring to life Quentin Tarantino’s debut film ‘Reservoir Dogs’.
In particular, what activity will Jameson launch within the off-trade sector to support the festival this year?
We are running an off-trade initiative in 80 outlets in the greater Dublin area to support the festival. The creative will focus on the 2012 festival, coupled with a competition to win a Sony DVD player in each store.
What are the highlights of the 2012 programme?
The 2012 programme was launched on the 2 February by Stellan Skarsgård and Amy Huberman and is jam packed with fantastic films, workshops and events. One of the highlights of the festival will be the attendance of Al Pacino at the Irish premier of Wilde Salome – his documentary about Oscar Wilde’s Salome.
Finally, personally speaking, what is your favourite film and why?
I find it hard to pick one favourite movie, as it depends on what kind of mood I’m in! However one movie which I can watch over and over again is “Eternal Sunshine of a Spotless Mind” by Charlie Kaufman. Because of the complexity and originality of this film I can watch it over and over again and see something new every time, and at the heart of it is a fantastic love story which gets to me time and again.