Birmingham Frankfurt Market

Commercial Partnership


To find a long-term partner for the Birmingham's Christmas German market, generating additional revenue and opening up two-way promotional opportunities.


Developed a sponsorship structure and compelling sales collateral to target prioritised brands looking to raise awareness in the region and who want to capitalise on an association with the largest Christmas market outside of Germany. On sourcing Luthansa, we worked with them to create an activation strategy to bring the partnership to life.


An engaging sponsorship programme activated at point of sale with Luthansa, raising awareness of the new flight routes from the UK into Germany and complemented by a data capture programme. Lufthansa will look to sponsor the event next year.