Magazine article Marketing

It's Time for This Derided Medium Finally to Take Over

Magazine article Marketing

It's Time for This Derided Medium Finally to Take Over

Article excerpt

The best thing about balloons as an advertising medium is that they give everyone the opportunity to crack hot-air jokes. But as the first aerial advertising symposium, as the meeting of balloon advertising fans is grandly called, will be told on Friday, a balloon is not just hot air, it is "impactful, aspirational, mobile, highly targeted, highly memorable, has mass appeal, is cost-effective and quantifiable". It is also verbose, but you know what marketing people are like.

For good measure, balloonists even claim that they have the power to make "people smile and dogs bark", which is more than you can usually say about ITV, outside the Pedigree Chum ads. The main trouble with balloons as an advertising medium is that they are irredeemably associated with failure. So far nobody has managed to get around the world in one, or even got close. Every time Richard Branson fails he sends a subliminal message about losers and the punters go ahead and book their next campaign on national television. Allowing the Branson balloon to take off from Marrakesh without Branson was the final straw.

And yet after we have got rid of all the jokes, there may actually be some serious business to be conducted here. The mobility of balloons cannot be contested, and unlike the rest of outdoor you do not have to pay anything for the hire of the site. Leaving dogs aside for the moment, it is certainly true that there is something visually magnetic about balloons and airships that simply compels the attention.

The weather is admittedly a bit of a problem. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.