Experiential marketing links a once-in-a-lifetime activity with your brand. The connection between the experience and your brand can be luxury, excitement, beauty, fun, wonder – whatever you want consumers to associate with your brand.
We like to think BIG when it comes to experiential marketing. If you’re going to do it, do it BIG.
Hot-air balloon BIG.
For Raffaello, we branded and flew a full-size hot-air balloon out of one of Dublin’s most iconic parks, Merrion Square.
CONSUMER TOUCH POINT ELEMENTS
- Press releases to all national media
- Recruitment of social influencers (major voices in Irish social media) to amplify hashtag impact
- Press launch and photocall featuring Amy Huberman
- Consumer touch points: pre-event flower & product distribution throughout the city, on-site product distribution
- Fully branded site within Merrion Square: creating an exclusive, luxury venue in an open-air site with red carpet entrance and branded exit.
The Raffaello hot-air balloon launch was the biggest experiential campaign for a single brand undertaken in Ireland.
BREAKDOWN OF DELIVERABLES
- Concept
- Event management plan
- Location planning
- Irish Aviation Authority & Dublin City Council permissions
- Manufacturing and design of the hot air balloon
- Site plan
- Event management plan
- Site design
- Site branding
- Event staff (safety officer, security, cleaning staff, event management staff)
- Brand ambassadors
- Product distribution
- Crowd management
- Photography, video drone and production staff
- Press and media management
- Post-campaign analysis of attendance and event impact
OUTCOME
The event was coupled with a comprehensive PR promotion and launched by Amy Huberman.
The two-day event had an audience reach of over 1 million people.
