NEW YORK--(BUSINESS WIRE)--Van Wagner Communications, LLC (VW), the nation’s largest privately held outdoor advertising company, announced today a first-of-its-kind six-month partnership with Universal Pictures, along with agencies of record Maxus and Kinetic Worldwide. The partnership, announced by Van Wagner CEO Richard Schaps, promotes the release of Universal Pictures and Illumination Entertainment’s upcoming summer film Despicable Me 2 with the launch of the “Despicablimp.”
Van Wagner’s Airship Group developed the most complex exterior for any blimp promotion ever undertaken to date. Due to the immense size and intricate detail, as well as the extraordinary level of artwork and printing, this airship is truly one of a kind. Unlike traditional blimps, which are constructed on stock vinyl, the Despicablimp underwent a unique printing process for photographic quality and features original artwork of the film’s iconic Minion character on its side.
The six-month multifaceted partnership speaks to both the uniqueness of the campaign and Van Wagner’s ability to effectively promote brands through new and unexpected mediums.
“I see the work we are doing for Universal as just the beginning of the ways in which brands will creatively incorporate blimp advertising into their overall campaign strategies,” explained Richard Schaps, CEO of Van Wagner Communications. “The Despicablimp is a testament to the innovative and expanding capabilities we offer in an aerial and experiential marketing company, complementing our outdoor business.”
“We’re thrilled at the attention the Despicablimp has received since its launch last weekend,” said Suzanne Cole, EVP of Media Advertising, Universal Pictures. “We had a vision of combining the iconic Minions from Despicable Me with the wonder that blimps inspire in those who see them. Van Wagner has been a terrific partner in making that vision a reality.”
The Despicable Me 2 promotional blimp tour kicked off this past weekend when the Despicablimp flew over the Galen Center in Los Angeles for the Nickelodeon Kids’ Choice Awards. The blimp is now flying eastward, visiting multiple cities—including Phoenix, Dallas and Orlando—before arriving in Miami on Thursday, April 25, to cover Telemundo’s 2013 Billboard Latin Music Awards. Over the course of the next six months, the Despicablimp will fly across the country to cover other major events such as the Kentucky Derby and various Major League Baseball games. As a cross-promotional tie-in, the blimp will fly over Universal Orlando Resort’s attraction, “Despicable Me Minion Mayhem.” The Despicablimp may be tracked in real-time via GPS at the Despicablimp Command Center (www.despicablimp.com).
“By enabling a new medium for Universal to promote Despicable Me 2, the Airship Group was able to provide an array of marketing options – including social media promotion and amplified presence at high-visibility events – to help moviegoers engage with the brand in a memorable way,” added John Haegele, CEO of Van Wagner’s Airship Group.
About Van Wagner Communications, LLC
Since posting its first imprint in Times Square in 1979, Van Wagner Communications has been recognized as one of the most innovative industry leaders in the development of outdoor advertising. With operations in New York, Los Angeles, Washington, D.C., Boston, Chicago, San Francisco, Las Vegas and Miami, sports properties in over 40 states, and blimps on four continents, Van Wagner serves major advertisers in the US and overseas.