A Toast to Tradition: Jameson Irish Whiskey’s St. Patrick’s Day Eve Campaign

A Toast to Tradition: Ballyhoo Media and Jameson Partner to Elevate St. Patrick’s Day Festivities Through Waterway Activations

This St. Paddy’s day, we partnered with our friends at Pivot Media Ventures and Jameson Irish Whiskey to transform the Chicago river and lake amidst the vibrant backdrop of the St. Patrick’s Day Festival, one of the world’s largest St. Patrick’s Day celebration. Together, we brought the Whiskey brand’s “St. Patrick’s Day Eve” campaign, front and center to the city through Chicago’s ferry boats and water taxis, an activation that is the first of its kind at this scale in the Festival’s history.

Honoring Tradition

Recognizing Chicago’s storied tradition, Jameson turned to us to craft a unique campaign that would reach every attendee using the Chicago waterways as its vessel. Ballyhoo drew from its nationwide network of vessels to ensure a partnership with locally beloved operators, who have been iconic to the Chicago river for decades. This ensured that tradition and aesthetics were honored at every turn.

Campaign Execution

The campaign utilized 9 ferry boats and water taxis traveling through the Chicago river and lake system. The St. Patrick’s Day Festival is a rich tradition that dates back over 175 years, with the Chicago river being a centerpiece of the events. With nearly 1 million estimated visitors in the city combined with Chicago’s 2.6 million inhabitants, the advertising campaign received tens of millions of impressions during its activation period. As the City’s largest annual celebration, televised internationally, Jameson was featured at the forefront of the St. Patrick’s Day festivities.

“Ballyhoo Media offers brands more than just advertising—we offer experiences,” remarked Tyler Zlatin, Chief Marketing Officer at Ballyhoo Media. “We took Jameson’s vision and expertly paired it with the best waterway platform to execute its goals. Our partnership with century-old operators that have significant identity and historical value to the Chicago River to create an even deeper connection with local Chicagoans. Jameson wanted to be the center of attention, and I think we accomplished just that – branding not only the exterior but creating moments onboard with free swag and branding.”

Making a Splash

The collaboration exemplifies Ballyhoo Media and Pivot Media Venture’s commitment to pushing the boundaries of out-of-home advertising and experiential campaigns, offering clients unparalleled opportunities to engage with audiences in unique and memorable ways for major events. With a history of showcasing brands at large scale events like F1, Ultra Music Festival, Art Basel, and the Super Bowl, our companies continue to offer brands opportunities unlike any other to make a splash in waterways across the United States.