| Advertising Value |
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The Family Channel Blimp generated $5 million of spin-off media value during its first year. Family Channel studies show the total media value outweighs total cost of blimp operation by 3 to 1. |
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Coverage of 19 TV events by the Blockbuster Blimp resulted in $1 million worth of on-air time and $45,000 of spin-off local media. |
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"The cost of running the blimp for a whole month is equal to the cost of just one or two primetime commercials." Bob Weinstein, Director of Advertising, Metropolitan Life. |
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| Each of these advertisers has deemed airship advertising to be a valuable part of their marketing strategy, and has consistently renewed its program. Indeed, Met Life is currently flying two Met Life Blimps. |
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| Interest and Awareness |
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| The following results of independent and in-house studies reveal a high percentage of both airship (recalled seeing blimp) and product (recalled message) awareness: |
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| Advertiser |
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Locale |
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Airship Awareness |
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Product Awareness |
Swan Beer
Novo Snack Bar
Miller Lite |
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Sydney, Australia
London
Texas State Fair |
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82.0%
72.5%
63.1% |
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73.0%
86.2%
72.6% |
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| Studies conducted by one of the major blimp operators, reveal that in a typical city of 1-2 million people, during a five-day flight period, 65% of the population recall the message presented on the airship. |
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| Response |
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| In 1992 Kraft increased its sales by 87% in major retail outlets in Germany during the Kraft Blimp promotion tour. Based on this success, Kraft renewed its airship program for '93 and '94. After the Fuji Blimp flew for a year in Germany, Fuji film and cassette sales increased by 20% and 40% respectively. In 1984 Fuji Film introduced their new product line to the American market with the use of a blimp at the Los Angeles Summer Olympics. Fuji captured 7% market share from Kodak in the first year. Fuji continued its program and in 1986 purchased their own airship. The company has maintained its program and has recently renewed its operating contract for the next three years. |
| Media |
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| As the effectiveness of the traditional advertising media continues to erode, advertisers need to explore innovative solutions to make an impact on the public consciousness. Blimp participation at nationally televised sporting events guarantees advertisers audience attention. |
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| "The digital future — which puts the power into the user's hands — is bad news to measured media and broadcasting. How many are going to "choose" to watch an ad?...Marketers will require "embedded advertising", where the message is incorporated into the action and cannot be evaporated with the touch of a button." IEG Sponsorship Report 12/20/93 |
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