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Northern Lights Festival · Find a title sponsor for the 2027 arts & culture festival

British Airways

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Reason to call (the hook)

BA is relaunching its premium cabin campaign in Q1 and the festival's 35-55 cultured audience is a near-exact overlap. Two decades of history with the agency means a warm, not cold, approach.

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Meetings

14 Oct 2026
auto-summary · from Fireflies
Priya Raman (BA), Luke Cahusac

BA is relaunching its premium cabin product in Q1 and wants a flagship cultural moment to carry it. Priya sees the festival's 35-55 audience as a strong match and referenced the long history with the agency. She floated a pilot year with a clear path to a multi-year deal if the first activation performs. Procurement will need lead time; Priya can champion internally.

Budget signal
£35,000
Next steps
  • • Send a one-page title-sponsor outline with the pilot-year scope
  • • Share audience data for the 35-55 segment
  • • Hold a follow-up for early November before BA's budget lock

History

  1. 👥
    meeting · outboundmeeting6 days ago

    Discovery meeting (see meeting notes). Budget signalled at GBP 35,000 for a pilot year, with scope to grow.

    Luke Cahusac · 14 Oct 2026, 13:00
  2. ✉
    email · inboundinterest14 days ago

    Priya confirmed BA is relaunching premium cabin in Q1 and wants to explore title sponsorship. Meeting booked.

    Luke Cahusac · 6 Oct 2026, 08:45
  3. in
    linkedin · outboundnote2 months ago

    Reconnected with Priya Raman after she moved into Head of Brand Partnerships. Flagged the 2027 festival early.

    Luke Cahusac · 12 Aug 2026, 11:00
  4. ✉
    email · inboundinterest6 years ago

    BA reached out to us during a brand refresh - first sign of appetite for a flagship cultural property.

    Luke Cahusac · 2 Mar 2021, 14:10
  5. 👥
    meeting · outboundmeeting13 years ago

    Renewal-era meeting on a regional arts series. Budget existed but timing was wrong. Relationship kept warm.

    Stu Harland · 18 Sept 2013, 09:30
  6. ☎
    call · outboundnote20 years ago

    First recorded call. BA declined a festival tie-in but asked us to stay in touch - the start of the file.

    Stu Harland · 11 May 2006, 10:00
Contact
Priya Raman
Head of Brand Partnerships
✓ verified 1 Oct 2026
Email
p.raman@example-ba.com
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On this mandate

Find a title sponsor for the 2027 arts & culture festival. Premium brand, audience fit with a 35-55 cultured, higher-income crowd.

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Owner: Luke Cahusac