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Marketing with Hot Air Balloons
Written By Daniel Allen on April 10, 2007 at 6:22 am | In uncategorized
It is a new sports quickly carried on among the Chinese middle class and catches wide media coverage
Trend description
To travel around the globe with a hot air balloon is what Jules Verne conjured up in the 19th century. This idea originated
from the West and after years of promotion, is well accepted in China. The simplest way of marketing by hot air balloons is to hang a scroll of your ads on them and
let them float around the town. The colorful balloons speak for themselves and will attract wide media coverage.
Cases
Bank of China
Bank of China sponsored the China Balloon Tournament Beijing on Sept. 8th - 10th , 2006. Twenty teams (Phoenix.com, Sina.com, Bank of China, China Life, Haier, ITAT, EPSON, ZTE, CNC etc.) participated in the games, which include flying over the Great Wall. The Phoenix team was crowned with a total 15200 points. The Balloon Tournament covers five cities and regions, namely Beijing, Shanghai, Northern China, Southern China and Northwestern China.
A Tea Company
A 104-year-old Ms. Yang and 92-year-old Ms. Ye were actually carried into the hot air balloon cabinet on April 1, 2007. They were invited by a tea company in Chengdu, the capital city of Sichuan province to fly with the balloon during a tea festival. The company wants to show the effect of tea on extending life span. There were harsh disputes about the way of advertising. But both Ms. Yang and Ye expressed excitement after the flight. “I did enjoy a bird’s view of my city. I lived in the mountain, planting tea in a lifetime. I’ve never know my city’s so beautiful,” said Ms. Yang.
Trend impact
Flying with hot air balloon, bungee jumping, para-glide, rock climbing are the kinds of sports embraced by the newly-emerged middle class of China. The players display
enormous courage, persistence and wisdom. The hot air balloon is a special gift for advertising, given its flamboyant appearance and noticeability
high in the air. Not every sports introduced from the West readily receives public attention in China due to the special liking of the people. But for hot air balloon, the
market is already there.
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