Monarch to sponsor Birmingham beach
Monarch Airlines is to sponsor an 'urban beach' which will appear in Birmingham city centre this summer.
The temporary beach, open from 19 June to 13 September and aiming to attract more than 150,000 visitors, will also be sponsored by West Midlands radio station BRMB.
The deal, signed with Birmingham city council this week, means Monarch will have branding and activities on the beach over the 12 weeks it is open.
The package includes naming rights – it will be called The Monarch Beach - branding of the beach's perimeter including a static backdrop, surrounding flag pennants and city centre collateral.
Branding will also extend to a bar – the BRMB Beach Bar and Cafe – as well as huts and deckchairs.
It is the first time Monarch has used experiential marketing as part of its strategy.
Liz Savage, managing director of Monarch Flights and Holidays, said: “The Midlands is a key region for us, and with over 650,000 Monarch flights and holidays available from Birmingham Airport this summer, the beach will provide a fantastic vehicle through which to engage with customers and highlight the destinations and products that Monarch now offers.”
Monarch appointed London-based brand experience agency Flourish Creative to develop an activity and events programme for the beach, following a three-way pitch. The brief will see each week at the beach having a different destination theme.