Aerial Advertising - Why It Works!
Why should I include banner towing in my advertising campaign?
This works. It's just what you've been looking for. It's different and new to the
UK yet the concept is thoroughly proven in the States and other European countries.
Picture this....you are at a major sporting event; say the British Grand Prix. Somebody
near you points to the sky and you see an aeroplane at low level with something behind
it. It's a banner! As the aircraft turns to circle the track the banner swings into
view. Dunlop Tyres. It's a huge 1500 sqft photo-quality billboard banner. Everybody
reads it: the entire crowd, the track side personnel, maybe even Jensen Button!
But they remember it. At an event like this, people are bombarded and swamped with
advertising methods. We get above the clutter and present the message to the audience
in an interesting and thought provoking manner. As soon as your audience starts asking
questions like; how do they do that?; what does it say? You have won!
You have presented your message to a specifically targeted, receptive and inquisitive
audience at a major sporting event....for £500 per hour.
Statistical information is not available for this service in the UK simply because
of its innovative nature, however the following extract from an American market research
company highlights the effectiveness of Banner Towing:
FACT
"When the State of Maine Lottery was launched, various media shared the substantial
advertising budget; 6% of this was allocated to aerial advertising. A study on the
impact of each type of media used showed that 70% of persons questioned knew that
a new lottery was launched and that they learned it from the following types of media:
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Billboards: 21.6%
-
Radio: 19.8%
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Aerial advertising: 18.3%
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Television: 15.9%
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Posters: 14.9%
One can see, therefore, that aerial advertising obtained 18.3% with only 6% of the
budgetary costs. That is effective advertising!"
What must be considered however, is that there is no existing novelty factor to this
type of advertising in the USA, as aerial advertising has been a major advertising
tool in the States for over 50 years.
We can reasonably predict far higher impact, interest and product awareness in the
United Kingdom.
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