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Disney takes off on blimp

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | May 22, 2012
Disney Channel kicked off a 10-day outdoor campaign in which it has created a replica of an original Disney branded aircraft in the form of a blimp placed over two hoardings measuring 40X40 feet and 30X20 feet.

Disney, the kid's entertainment channel, has created a blimp representing an actual plane branded with Disney characters that the channel will create on July 9 as a part of its summer initiative, 'Jet Set Go'.

Two hoardings measuring 40X40 feet and 30X20 feet were placed at high traffic areas in Mumbai, such as Western Express Highway and Juhu. To create awareness about the initiative, a replica of the original branded aircraft has been created in the form of a blimp (a floating airship without the internal framework) placed over the hoarding. The creative also showcases a message that reads 'Disney Channel's plane to Disneyland'.

Disney channel OOH

The outdoor campaign executed by Bright Outdoors kicked off on May 20 and will continue for 10 days.

Moreover, to promote the Jet Set Go campaign, Disney Channel, in association with Inox cinemas, will run a 'Magical World of Disney' promo, which is a block that showcases Disney classic movies and through this, the channel will announce the contest in which the winning family gets to travel to Disneyland Hong Kong, along with other families. This initiative will start from June 1 and will continue for three weeks.

Also, in a bid to make the journey memorable, the channel plans to give the passengers a Disney experience through meals served on Disney-branded meal trays, along with Fab5 (Mickey Mouse, Minnie Mouse, Goofy, Donald Duck and Pluto) goodies. The air hostesses will wear Minnie Mouse hair bands while catering to the guests. Apart from Disney branded seat covers for the chairs, Disney magazines and activity books will also be available for kids and families during the journey.

Disney's summer initiative Jet Set Go will take 30 children and their families to Disneyland, Hong Kong on July 9. On the same day, a wrapped Jet Airways aircraft will be unveiled. The aircraft will be wrapped with images of popular Disney characters such as Mickey Mouse, Donald Duck, Pluto and Goofy, and will act as a "billboard in the sky"! For this initiative, the channel has partnered with Jet Airways.

Bikram Duggal, director, marketing, Walt Disney Television International India, says, "Unique magical experiences that enthral kids and families are at the core of Disney's DNA. Disney Channel India's 'Jet Set Go' is the recent extension of that philosophy. This campaign has been a testament of many firsts - the responses, the innovative outdoor campaign, the plane wrap and of course, taking a plane full of families to Disneyland."

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