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Athenaeum Christkindlmarkt Green and White Logo

Christkindlmarkt Campaign

Public Relations


The Athenaeum Foundation launched its first-ever Christkindlmarkt in 2022, featuring local crafters and artisans, German-inspired food and beverages, and entertainment. Hirons was involved from the onset, coordinating a press conference in July announcing the concept. We then assisted with media relations efforts leading up to the launch of the event and executed an earned media campaign throughout the holiday season.


Hirons provided earned media and media relations services. By utilizing our media contacts, creating intriguing press events, press releases and media advisories, Hirons effectively positioned The Athenaeum Foundation’s flagship Christkindlmarkt as a destination event in Indianapolis. The event received regional attention and gained recognition throughout the local media market.


Hirons and the Athenaeum Foundation earned an award of honor through PRSA Hoosier chapter for our work to produce a successful campaign.

With the Athenaeum Foundation’s desire to ensure residents in Central Indiana and surrounding drive-in markets were aware of this new holiday offering, we successfully created an earned media campaign with an estimated reach of 98,717,072 and an ad value equivalency of $913,132.88.

Communicating the Christkindlmarkt Experience to Central Indiana

Using multitiered public relations strategies in tandem with event planning efforts, we communicated the Athenaeum Foundation’s goals to key target audiences and stakeholders to maximize awareness and garner support through print, social, radio and broadcast coverage.

Athenaeum Christkindlmarkt Print Examples Mockups
“Our plan is to honor the long-standing tradition of a German Christkindlmarkt.”
Craig Mince
Athenaeum Foundation President


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