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.
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