Hunter has launched its largest ever experiential campaign with “The Original Flying Boot”, which sees a 120-foot wellington boot-shaped hot air balloon fly across the globe.
Setting off from the brand’s birthplace in Scotland, the boot will be appearing at festivals, sporting events, shows and other key outdoor moments across Europe and the US throughout the year.
The boot, which features all of the iconic wellington (or “welly”) boot’s design details, aims to promote the brand’s position as a British export. The balloon will travel down from Scotland to London in July before heading over to Europe, where it will appear at major events in countries like Spain and Belgium. It will eventually make its way to the US to engage with the brand’s largest overseas market.
The campaign is also being supported by a social media element where users are invited to post pictures of the hot air balloon using the #HunterOriginal hashtag for a chance to win Hunter prizes.
Brands are increasingly tapping into outdoor experiential campaigns not only as a way to keep their name front of mind, but create opportunities for earned media. The more aesthetically-pleasing or original the campaign is, the more it is photographed by consumers and shared on social. Similarly this year for Valentine’s Day, British womenswear and accessories label, Anya Hindmarch, released its Chubby Hearts activation where gigantic inflated red hearts – similar to the design of its handbags that season – were scattered across iconic London spots such as Battersea power station and Hyde Park.