Midgardhaus

Elevating Midgardhaus: A Modern Relaunch for a Historic Venue

The Midgardhaus, a well-known venue undergoing a complete renovation, required more than a fresh design—it needed a strategic relaunch to re-enter the market with impact. Markus Mensch and his team were brought on board to reimagine the event offering, elevate B2B sales, and create lasting marketing structures that would extend well beyond the consulting period.

Event Strategy, B2B Sales & Long-Term Marketing Systems for Sustainable Growth

The first focus was on redefining the event concept to reflect the new identity of the venue while appealing to both private and corporate clients. A strong emphasis was placed on B2B positioning, supported by curated MICE events that showcased the venue's capabilities to planners, agencies, and business clients. These high-value events helped reposition Midgardhaus as a prime location for corporate functions and conferences.

To drive visibility, an integrated PR strategy was executed, leveraging local and regional media as well as personal VIP and press contacts. The internal marketing team was coached and supported in new workflows, enabling them to implement modern marketing practices with greater confidence and independence.

In parallel, long-term sales and marketing systems were developed and integrated, allowing the client to scale their event business even after the formal collaboration ended. These systems included lead nurturing, upselling processes, and performance tracking.

A new brunch concept was introduced and quickly became a regional highlight, drawing in new audiences and generating strong weekend business. Strategic influencer events helped strengthen the venue’s social media presence and brand visibility, turning digital engagement into real-world bookings.

Just one year after the relaunch, the Midgardhaus was able to independently continue its marketing efforts, thanks to the foundation and systems put in place by Markus Mensch and his team. The result: a fully revitalized brand, a powerful presence in the B2B market, and a sustainable marketing setup that continues to deliver value.

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