Passengers flying to and from Gatwick Airport will be witnessing the world’s largest outdoor advertisement for the Red Bull Air Race World Series. The advertisement is part of a £1.2 million marketing campaign and will involve a 125,000 square foot Red Bull Air Race logo under the Gatwick and Heathrow flight paths. The campaign has the potential to reach 5 million passengers and therefore could be a huge success.
The aim of the campaign is to increase ticket sales to the event which is taking place in London on the 28th and 29th of July. Being the equivalent of 60 tennis courts, this Red Bull publicity stunt is guaranteed to attract people’s attention.
The outdoor adverts will be supported by the first ever 60-second 3D cinema advertisement and posters which will be displayed around Gatwick Airport. The campaign strategy will generate 80 million consumer impacts led by a three week burst of television advertising.
Several other advertisers have come up with this concept before which has caused a lot of controversy. A Lynx deodorant advert was removed shortly after it was unveiled because the company did not get consent from the local authority. Others have been removed due to their inappropriate nature. A spokeswoman from Crawley Borough Council has said that so far no complaints have been made about the advert, but if any were to be made they would have to investigate the matter.
BAA are keen to stress that even though the advert is under the flight paths of Heathrow and Gatwick, it is not on their land and therefore it hasn’t got anything to do with them.