Effort: Weather Channel blimp promotion.
Agencies: Created in-house with assistance form Stanton Crenshaw, New York, for publicity and Milton Sam-uels Advertising for brand support.
Twist: To grab consumer attention at outdoor events this summer, the Weather Channel has commandeered one of the world's largest blimps for a promotion hitting major events and communities from June through October. Visitors to its Web site (www.weather.com) can also participate in an on-screen blimp-theme sweepstakes with a grand prize of an annual expenses-paid vacation for 20 years.
Vital statistics: The 130-foot-long blimp, said to be one of only 20 in the world, will visit major concerts and sporting events around the U.S., touching down in key markets for parties with local celebrities and advertisers. Promotional support includes local radio "spot the blimp" contests in major markets.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.