September 26, 2012
By: Alissa Ponchione
Going into its third year, the Blue Martini Lounge’s Pink Party and month-long Breast Cancer Awareness promotion, continues to draw attention to a good cause.
Beginning October 1, the 12 Blue Martini locations will be featuring its Pink Passion cocktail, which is not only delicious but will donate $1 from each drink to a breast cancer charity partner. The promotion culminates in the ultimate celebration on October 20—the Pink Party—a party celebrating women, where all donations go to charity.
Christine Francis, corporate events manager for the Blue Martini explains that after the event is in the books the next step is to “find a local charity partner, someone who supports breast cancer awareness and who is active in the community.”Francis said that the Pink Party continues to grow each year due to the fact that the community is highly involved in the promotion. Initially, “we just wanted to do something for the community and something for charity.” At first it was subtle, but the second year everyone that participated upped the ante, wearing “crazy pink tutus and pink wigs. The participants and guests make it over-the-top pink.”
It’s not just the community participating in the event but also the staff, who change their uniforms from blue to pink. The male workers wear pink ties instead of blue and the female workers wear pink corsets. Everything becomes pink for the promotion.
Liquor sponsors and donations from local businesses support the Pink Party as well. Chambord Vodka, an ingredient in the Pink Passion cocktail, is sponsoring most of the Blue Martini parties this year. Facebook and word-of-mouth advertising alerts people to the upcoming promotion, but the best marketing “has been the past two years,” says Francis. “People really love what we do and what we put on … it caught on like wildfire.”
“For this party, we spoil the women,” Francis says. “They get a free cocktail when they come in, and there are all kinds of giveaways” including a chance to win a girls trip. Francis said the different Blue Martini Lounges are partnering with other locations for the weekend getaway. For example, the Ft. Lauderdale, FL., Blue Martini is sending the winners to Orlando, where another Blue Martini is located for the party.
To make this happen, Francis says that “the community has been so helpful.” And hotels are helping with the weekend getaway promotion, which keeps the cost of the promotion down. “We reach out to local businesses to see if they want to be a part of it” although there is an internal cost the Blue Martini team has to take on. “There’s not a (monetary) goal that we set,” she adds, though the goal is get people buying and imbibing the Pink Passion cocktail all the while helping a good cause.