Sky banner catches eye

DUBAI — Office workers, motorists and pedestrians alike strained their necks upwards as a black-and-golden banner almost half the size of a football field, towed by a helicopter, fluttered in the skies above Shaikh Zayed Road yesterday.

By Zoe Sinclair

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Published: Fri 5 Oct 2007, 9:54 AM

Last updated: Sun 5 Apr 2015, 4:44 AM

Welcome to the world of aerial advertising not only in the UAE but also in the whole of Gulf and Middle East.

The inaugural flight for Trident Aerial, an aerial company, happened after a year of planning with a Falcon Aviation Services helicopter promoting property developer Dheeraj East Coast (DEC).

Trident Aerial Managing Partner Robert Appleyard described yesterday’s occasion as advertising history. “It has the wow factor,” he said. “It’s an exclusive product and when you advertise, you’re the only one in the sky.” The concept had been kept closely guarded until yesterday’s debut with test runs carried out at an island off Abu Dhabi. The advertising banner is usually 15,000 square feet, slightly bigger than half the size of a football field, and can be used on an hourly basis. However, banners can be even larger with the world record, established in Australia recently, standing at 47,000 feet.

Appleyard hinted there were plans for a new world record to be set in the UAE.

“There is already considerable interest in the advertising concept and understanding about the concept is still growing,” according to Appleyard. “We see that it is going to be a big market in the UAE.”

The banner can be seen from more than 15km and can travel over most of Dubai and Abu Dhabi, with a helicopter based in each city.

Sports fans at the next golf tournament or Rugby Sevens match could see the banners in action and it’s also likely to be used along the Dubai coastline where the helicopters can fly at 500 feet, and along Sheikh Zayed Road.

DEC has booked the service for the upcoming Cityscape exhibition and chosen peak hours of the exhibition for maximum exposure and a chance to distinguish themselves from the clutter of other advertising options.

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