Promoting local tourism with a train journey
With a view to highlighting the potential of the nation's historic heritage and boosting demand for domestic tourism, while encouraging wide visibility and appreciation of the arts and their makers, the Mozambique Ports and Railways (CFM) station was resplendent in the green of the Jameson brand, which made itself felt in grand style in the decoration of the walkways and much more, right down to the rails. In fact, the railway line provided a special link of interactivity between the participants, who, to the sound of music, experienced a return journey to Marracuene based on an innovative and sophisticated concept.
As the great host of social gatherings that it is, Pernod Ricard Mozambique provided moments that exceeded expectations by inaugurating the new CFM carriages. Participants boarded the train spread across three lavishly decorated carriages, with music, Jameson-inspired gastronomy, drinks and cocktails, set to the varied repertoire of the in-house DJs, who brightened the journey with sounds and contrasts of light in which green stood out. All this had the audience vibrating with joy throughout a ride through the neighbourhoods of the city of Maputo.
On the occasion, Pernod Ricard Mozambique's Managing Director, Francisco Júnior, said: “The Jameson Takeover Train Edition was conceived to support the promotion of local culture and tourism, and that is precisely what we are doing. We create synergies between the places where we are and national talent. In organising an event on this scale, we paid attention to safety measures on the train, placing a Red Cross medical team across the three carriages, along with members of the Police force, for any eventuality. At the CFM station, where the party took place, all measures were also taken, and the event went off without any incident.”
For his part, the Jameson brand ambassador, Hédito Marcelino, added: “We wanted to bring a distinctive and iconic event, in keeping with our five Jameson pillars, namely music, gastronomy, interactive games, graphic art and barbering, nuances that all help to provide integrated social experiences that are in our DNA as a brand. Through the train journey, participants were able to experience what it is like to travel in the new CFM carriages, with lots of fun to the rhythm of our energy. At the station, the artists gave great performances that delighted the audience, meeting our expectations.”
The event featured artists such as Kloro, Hernâni da Silva and DJ Alvin, among other figures from other provinces. The next edition of Jameson Takeover will take place as early as November, with Nampula province as the host this time.
