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Hunter flies giant hot air balloon boot in experiential campaign

Hunter "The Original Flying Boot"
Hunter “The Original Flying Boot”

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.

Hunter "The Original Flying Boot"
Hunter “The Original Flying Boot”
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Infographic: UK retail’s earned media mentions in February

Harvey Nichols proved one of the highest mentioned retailers in the UK during London Fashion Week thanks to its exclusive launch of the Victoria by Victoria Beckham collection, according to a new barometer released by Gorkana looking at earned media trends in February.

Topshop and Asos were also present, alongside the perhaps more surprising PC World and Curry’s; the result of a designer dress made from 500m of electric cables.

Overall, the lead retailer in both mainstream and social media mentions during the month, was Tesco, with 11,180 and 99,07 references respectively. Other grocery stores including Asda and Sainsbury’s also feature on both lists, an interesting comparison with the fashion industry, which saw mainstream media focusing more on department stores including Marks & Spencer, John Lewis and House of Fraser, compared to social media’s reference to Asos, Topshop, Primark and H&M.

Other big subjects mentioned in February included Valentine’s, of course, as well as David Beckham for his new Bodywear line at H&M.

See the full infographic with all the stats below: