Christmas markets as we know them today in the West have largely evolved from the cultural and commercial model developed in German-speaking parts of Europe.
But while the quaint local Christmas markets across Germany, Austria, and Switzerland are largely sponsorship-free, some of those in North America and the Uk have fully embraced the possibilities of commercial partnerships.
Indeed, Toronto’s 2014 Christmas Market provided a snapshot of how sponsors activated at such outdoor seasonal events.
The outdoor market, in the city’s Distillery Historic District, saw some fairly sophistication sponsorshiop tactics this festive season.
The market itself was ‘presented by’ principle partner American Express and the global payments brand invited members to stop by its own-branded and self-built ‘American Express Lounge’ to escape the cold and enjoy a cup of hot chocolate.
AmEx also backed the markets entertainment lineup possible, with featured three Canadian headliners, to help enhance the market experience.
Premium sponsor Kinder ran fun, play-based activities for kids and families within its branded market space which was fronted by a Kinder Hut that housed, among other things, an interactive Kinder Smile Booth where people could take and share fun holiday snaps.
Ford activated via its ‘Ford Hot Shots program – which it runs in partnership with the Canadian Curling Association – which saw the brand set up and outdoor, synthetic curling rink for market visitors to try their hand a the old winter sport of curling.
While sponsor Drambuie provided the classic, authentic seasonal drink in its Beer & Wine Garden.
The venue served everything from seasonal beers and mulled wines, to hot drinks and festive cocktails.
Drambuie ran an initiative that saw brand ambassadors visiting shoppers and visitors waiting in various queues across the market and offer the, a free sample token and a site pocket map.
Comment
For some Christmas is more about the traditional tree, choirs and carollers and Toronto’s market had these aplenty.
But for those whose festive season is more about shopping and sponsorship – Canada’s biggest city’s Xmas market certainly had plenty of branded experience enhancement on offer too.
Links
Toronto Christmas Market
