MediaBuyerPlanner: Blimp advertising can be a successful element of a good marketing campaign, particularly since there are only about 25 or so full-sized blimps in the world, says Toby Page, marketing director for The Lightship Group, a company which operates 17 blimps worldwide.
They can also be very expensive. A Lightship Group campaign can cost anywhere from $500,000 to $5 million, writes MarketingSherpa.
Blimp companies require a three- or six-month contract. Because of the time it takes to prepare the blimp with the appropriate artwork, advertisers cannot simply hire a blimp for a single-event fly-over. And because of the planning and money involved, advertisers should use the blimp as part of an integrated marketing strategy.
That means you should have a long-term “flight-plan” in mind. Ideas for various flight-plans include sporting events, an icons tour (where the blimp visits landmarks such as Mount Rushmore, the St. Louis Arch, the Golden Gate Bridge, etc.), trade shows, state fairs, and outdoor concerts.
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Vahe Habeshian BIO
05.22.07
