Amvoc

“Allied Domecq is currently the second largest wine and spirits company in the world, with more than 30 internationally recognised brands to its name.

What do you a give a company who has it all?

The type of PR coverage that money cannot buy!

The team at Harvey’s were looking to launch Harvey’s Orange – a brand extension to the Harvey’s Bristol Cream range for the Christmas 2006 market.

Utilising our vast experience working with the Virgin brand we suggested a rather unusual but extremely cost effective way of creating huge PR about the new product – a Harvey’s Orange hot air balloon!

We reasoned that a well planned and co-ordinated tour starting at Europe’s largest outdoor festival, Bristol Balloon Fiesta (more than 500,000 people over a four day period), would make huge noise.

Attracting national and local press, national and local magazines, radio, television and internet broadcasts we obtained superb PR and press coverage.

The balloon became the very pinnacle of the event and was seen as a major success glowing away in the early evening or taking off just after sunset, where we were able to obtain superb air to ground and ground to air pictures that were broadcast UK wide.

The Campaign was supported by a tasting team and widely recognised as a major part of the success of their new brand.

The Brief

Invent, develop and organise a unique promotional tour to support the launch of a new product.

The Solution

We designed and devised a bespoke advertising balloon campaign.

Launched at the Bristol Balloon Fiesta as one of the key sponsors to the event as part of a tasting tour.

The Results

Tangible PR and press coverage amounting to tens of thousands of pounds were recorded, including memorable BBC footage of a misty morning launch.

The balloon is now used in Allied Domecq's on-going marketing strategy including, sales promotion, customer and employee incentive and rewards.