To celebrate the 400th anniversary of Bushmills Irish Whiskey, Chicago magazine gave the Chicago Illuminating Company a burnished amber glow reminiscent of the product. Held on March 12, the party hosted some 200 young professionals, including Bushmills reps and former Apprentice contestant (and current man-about-town) Michael Laungani.
Also on tap was a branding opportunity (for the guest of honor, as well as the host) that Chicago marketing manager Carolyn Pelissero handled effectively through opportune placements. "We worked with our client to get their message out," Pelissero said. "The party was held right before St. Patrick's Day, a whiskey-friendly holiday, and we celebrated the anniversary in a big way."A projected image of the Bushmills logo, easels bearing posters of the event's invitation and the Chicago magazine logo, and no shortage of simple white votives—an echo of Bushmills' candle-laden advertising campaign—decorated the Illuminating Company's entrance. The projected logo and images of the Bushmills historic property could be found throughout the sprawling main rooms as well. Cocktail tables topped with linens in autumnal hues and current copies of Chicago magazine dotted the space.
Two bars served various Bushmills cocktails, as well as sparkling water, while a towering shelving display held 180 Bushmills bottles. Servers distributed creative takes on traditional Irish dishes done by the new Berghoff Catering & Restaurant Group, such as tiny pieces of fried fish surrounded by chips and corned beef crostini. A highlight of the evening was a large birthday cake from Alliance Bakery. It was shaped as a Bushmills bottle and topped with candles—another sweet branding opportunity.
Also on tap was a branding opportunity (for the guest of honor, as well as the host) that Chicago marketing manager Carolyn Pelissero handled effectively through opportune placements. "We worked with our client to get their message out," Pelissero said. "The party was held right before St. Patrick's Day, a whiskey-friendly holiday, and we celebrated the anniversary in a big way."A projected image of the Bushmills logo, easels bearing posters of the event's invitation and the Chicago magazine logo, and no shortage of simple white votives—an echo of Bushmills' candle-laden advertising campaign—decorated the Illuminating Company's entrance. The projected logo and images of the Bushmills historic property could be found throughout the sprawling main rooms as well. Cocktail tables topped with linens in autumnal hues and current copies of Chicago magazine dotted the space.
Two bars served various Bushmills cocktails, as well as sparkling water, while a towering shelving display held 180 Bushmills bottles. Servers distributed creative takes on traditional Irish dishes done by the new Berghoff Catering & Restaurant Group, such as tiny pieces of fried fish surrounded by chips and corned beef crostini. A highlight of the evening was a large birthday cake from Alliance Bakery. It was shaped as a Bushmills bottle and topped with candles—another sweet branding opportunity.
The Bushmills logo adorned the walls of the Chicago Illuminating Company, while whiskey-colored linens topped the tables.
Photo: Eric Craig for BizBash
