KUALA LUMPUR, April 14 (Bernama) -- They come in all colours and shapes.
Some are Darth Vader, some Doraemon. And no matter what people are doing, they
are bound to stop in their tracks at the sight of a hot air balloon floating in
the air.
The technology itself is far from new. Hot air balloons have been in
existence since 1783. Strangely, it still has the same kind of hold on people
today as it did back then.
Thus, it was no wonder that the International Hot Air Balloon Fiesta in
Putrajaya last month attracted some 30,000 visitors from around the globe. The
event took place at Monumen Alaf Baru in Precinct 2.
The large crowd that gathered inspired the event’s organising chairman to
look further into the potential of the sport. Khairudin Abd Rani believes that
hot air balloons have the potential to become a popular alternative advertising
option in Malaysia.
"It obviously attracts a huge crowd. Why not turn it into an advertising
medium?" he asked during a recent interview with Bernama.
NOT JUST HOT AIR
Using hot air balloons as an advertising medium is nothing new, especially
in Europe and the United States. This is because product advertising channels
are quite developed and varied in those countries, with hot air balloon
advertising being one of them.
They are even considered to be one of the best alternative advertising
media, capable of attracting the attention of both children and adults.
"In Europe and other Western countries, hot air balloons have long been used
as an advertising medium, such as to promote new films or animations," he said.
However, Khairudin said, the idea of hot air balloon advertising has yet to
take off in Malaysia.
"But in terms of hot air ballooning as a sport, we’re not that far behind.
We rank third in Asia, after Japan and the Philippines. So there is quite a big
potential for the sport to be developed here, and it can also, at the same time,
be developed as a medium for advertisements," he said.
IS IT EFFECTIVE?
If hot air balloons can stop people in their tracks, making them stare at
them until they disappear, it is undoubtedly an effective advertising tool.
Khairudin described hot air balloon advertising as "flying billboards",
unique with a greater potential to influence the masses when compared to static
billboards.
"When we advertise a company’s product or services on a billboard, we get to
look at it only briefly before forgetting about it. But hot air balloons that
are flying across the sky all the time can make quite a statement, especially
for new companies.
"In Europe, hot air balloon designs tend to get quite creative. A mobile
phone manufacturer advertising via hot air balloon may use one shaped like its
latest product. Seeing a giant mobile phone floating in the sky will indeed
catch the eye of just about anyone, even from afar," he said.
However, the cost of this advertising method can be quite daunting to
prospective clients. The balloon, itself, can cost hundreds of thousands of
ringgit. There are also other costs, such as for equipment and a pilot.
Khairudin said entrepreneurs should look beyond the price and see the
greater benefit, instead.
"I’m not denying that the costs can run quite high, but you’re paying for
what you cannot get with traditional media. Plus, there is a likely possibility
that such a unique method of advertising by a company will garner media
attention over the radio, television, and newspapers, and this can count as
multifold benefits.
"In comparison, billboards also cost hundreds of thousands of ringgit, but
are static. Hot air balloons can fly across many areas, making it greatly
effective for promotion," he said.
HOT AIR BALLOON PILOT
If a company was interested in advertising via a hot air balloon, would they
have to hire a pilot, as well? Would not this increase costs?
Khairudin said his company, AKA Balloons Sdn Bhd, offers piloting services
at a reasonable price. However, it varies according to the contract signed by
both parties.
"In Europe, companies tend to buy their own hot air balloons and then hire a
pilot to fly it. So if any local companies are interested in the idea, you can
set up an appointment with us to discuss anything to do with pricing.
"We also accept orders for custom-made balloons with prices depending on the
size and shape ordered. Further, we offer a road tour where the products or
services advertised by a company can be promoted, not just around Kuala Lumpur,
but also in other states," he said.
-- BERNAMA
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