Normally, forms of sky advertising wouldn’t be something to blog about. After all, who hasn’t spent a summer at the Shore and not seen a plane with a trailing banner (“Phil’s Bongo Room — Live Music tonight!). But this story caught my eye.
Seems that Disney/Pixar commandeered a Zeppelin to help promote their animated feature, “Up.” Per a story by Amy Corr of MediaPost’s MediaCreativity:
A Zeppelin airship, larger than a 747 and recently brought stateside from Germany, was affixed with 700 pieces of ultra-lightweight vinyl-like material that combined to reveal a picture of the “Up” house, fastened to helium balloons. The picture of the house and balloons pales in comparison to the understandably large-type words “Disney/Pixar. Up. Only in theaters.”
I suppose this was way more efficient than trying to launch (and control) a bunch of hot air balloons. Plus, size-wise, you’d HAVE to notice it.
Here are some fast facts:
- The creative was manufactured in Germany
- It took three days for the 700 pieces to adhere.
- The Zeppelin, named Eureka, is normally used for sightseeing trips over San Francisco, Napa Valley and Silicon Valley (aha! They found a way to amortize its costs!).
- The “Up” campaign blimp, which flew over the Los Angeles area, ran close to six figures for six weeks.
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