Brand as Tourist Attraction

DHL Flies High in Singapore

Published on .

Brand: DHL
Category: Corporate
Region: Singapore
Date: April 2006
Media Agency: Mediaedge:cia
Media Owner: Duck Tours
Media Channels: Out of home

DHL's latest tagline, "All the way with DHL," sits very well with this piece of media activity from Singapore. The brand and its agency, Mediaedge:cia, set up what has become a tourist site in the Southeast Asian metropolis. The DHL Tethered Gas Balloon, directly opposite the company's local headquarters, allows 29 people at a time the chance to rise more than 100 meters above the city streets.
At DHL's tourist site in Singapore, visitors can take a ride in a tethered gas ballon 100 meters above the earth.
At DHL's tourist site in Singapore, visitors can take a ride in a tethered gas ballon 100 meters above the earth.

The ride takes 10 to 15 minutes, but the branding goes on far longer, as the balloon has become a regular venue for birthday parties and even wedding ceremonies.

Mediaedge:cia worked closely with operator Duck Tours -- which also runs the amphibian Duck Tour and Hippo open-top bus -- to deliver the project and ensure that DHL got naming rights on the balloon, on tickets and on all publicity.

The brand also has exclusive space for on-site ground promotions, entitlements to hold corporate events on the balloon and cut-price tickets.

The agency is looking for other opportunities in the region to take the DHL brand sky-high.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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