In an age where digital ad saturation is reaching its peak and consumers are actively tuning out the expected, there’s one form of advertising that still manages to stop people in their tracks - literally.

Meet Balloon Brand Marketing Ltd, a family-owned business based in Hamilton and a proud member of the New Zealand Marketing Association, offering a delightful, sky-high alternative to conventional marketing.

Their medium of choice? Hot air balloons.

With more than 35 years in the ballooning industry and a legacy that spans both passenger expeditions and major brand campaigns, Balloon Brand Marketing is charting a new course that combines aviation expertise with bold brand storytelling. Let’s explore how this small but mighty Waikato business is capturing hearts, imaginations, and impressions - one flight at a time.

A Family Business Taking Flight 

Based in Hamilton - the hot air balloon capital of New Zealand and one of the country’s fastest-growing cities - Balloon Brand Marketing Ltd is rooted in passion, innovation, and family tradition. Originally operating as the Balloon Expedition Co. of NZ Ltd, the company began in 1989 with a strong focus on passenger flights. But a pivotal moment came when international brands approached them to fly branded balloons over urban areas in New Zealand. From there, a new business opportunity was born: brand marketing in the skies.

Now, a new generation is stepping into the basket. With their son recently becoming a certified balloon pilot, the family made the decision to restart their operations - this time, with a full focus on brand-driven balloon advertising.

Why Balloon Advertising Works

It’s Visual Storytelling at Scale

Forget 10-second digital impressions or street-level billboards. A hot air balloon dominates the skyline with colour, creativity, and an undeniable “wow” factor. Unlike conventional advertising, which competes for attention in saturated environments, balloon advertising commands attention from people going about their everyday lives - from their morning jog to their commute.

High Recall and Emotional Engagement

Studies in the U.S. and Australia have shown that aerial advertising has a higher recall rate than traditional static advertisements. That’s because it’s not just seen - it’s experienced.

As one happy client, Victoria from Zonzo Wine Estate puts it:

“It just helps people interact with your brand in another way that doesn’t feel as ‘in your face’ as traditional advertising. Whether it’s on their morning run or from their apartment window, it sparks joy. It’s a subtle reminder to remember us, pick up a bottle, or share it with friends.”

Longevity and Media Buzz

Balloons also have serious media appeal. A creative balloon launch can make headlines, spread organically through social media, and generate positive sentiment that lingers far longer than a standard campaign.

Notable Campaigns: A Legacy of High-Flying Brands

Balloon Brand Marketing has worked with some of the most recognisable brands in New Zealand and abroad, including Air New Zealand, KitKat, WHISKAS, PAL, and Mike Pero Real Estate. These partnerships demonstrate just how adaptable and impactful balloon advertising can be.

KitKat: Taking “Have a Break” to the Skies

The Nestlé-owned chocolate brand KitKat was introduced to the skies of New Zealand thanks to a marketing executive who had seen balloon advertising work wonders in the UK. The campaign included countrywide flights, playful mid-air giveaways (including tossing mini KitKats to farmers and workers below), and the brand featured on a commemorative aerogram and postcard. The result? Sales increases in areas where flights were conducted and heightened brand presence that stuck in people’s minds.

Mike Pero Group: A Floating House in the Sky

One of the most eye-catching campaigns involved the Mike Pero House balloon—a non-standard shaped balloon that resembled a floating home. When it soared over Auckland's CBD, a now-iconic photograph of the balloon aligned with the Sky Tower made waves across the media. Mike Pero himself shared:

“The balloon had huge impact - it was photographed all over New Zealand. I had, and Kiwis had, seen nothing like it. Compared to traditional forms of marketing, it delivered massive value. Di and Daryl’s team were energetic, enthusiastic, and obliging.”

WHISKAS & PAL: Connecting with Kiwis at Field Days

The PAL dog food balloon gained traction at major events like Field Days, where it was tethered near their display. This visible presence helped align the brand with pet owners and rural audiences. Similarly, the WHISKAS balloon appeared in magazine spreads, delighting kids and adults alike with its vibrant design.

Indoors, Outdoors, Everywhere: The Radio-Controlled Balloon Option

Not every campaign needs a full-scale balloon soaring through the skies. For indoor events, launches, or retail activations, Balloon Brand Marketing offers a radio-controlled balloon – one eighth the size of a standard hot air balloon and perfect for brand launches, grand openings, or trade shows. This mini marvel offers flexibility with banner placements or fully pre-printed branded envelopes, acting as a dynamic indoor billboard.

From Concept to Sky: Designing a Branded Balloon

Creating a branded hot air balloon is both a science and an art. Here’s a look at the process:

  • Standard vs. Custom Shapes: While custom-shaped balloons (like the Mike Pero house) are eye-catching, standard oval shapes are easier to fly, especially in New Zealand’s coastal and often unpredictable wind conditions.
  • Visual Design: Today’s technology allows for screen printing directly onto the balloon fabric, ensuring vibrant, true-to-brand colours and imagery.
  • Lead Times: Brands should allow 3–4 months for balloon design and construction, making it ideal for long-term campaigns or product launches.
  • CAA Registration: All balloons are operated under Civil Aviation Authority (CAA) regulations, with BBML managing all the legal and operational requirements, so marketers can focus on the creative.

Importantly, because the balloon serves as a marketing tool, the investment is categorised under advertising - not aircraft ownership. BBML retains balloon registration and manages all the logistics on the brand’s behalf. 

What Kind of Campaigns Are Best Suited?

Hot air balloon advertising is not a one-size-fits-all solution - but that’s what makes it so effective. Brands that are: 

  • Launching a new product or service
  • Running a touring campaign
  • Looking to stand out in a saturated market
  • Targeting family audiences, outdoor events, or festivals

…will find balloon advertising to be an ideal fit.

Whether you opt for a bespoke branded envelope or attach temporary banners to an existing bright-coloured balloon, the flexibility is there to align with your timeline and budget. BBML works with brands to create multi-stop tours, festival appearances, or one-off stunts, depending on campaign goals.

Measuring the Impact 

As with most top-of-funnel brand awareness campaigns, measuring the direct ROI of hot air balloon advertising can be challenging - but certainly not impossible. 

  • Media Coverage: Count the earned media mentions, photographs, social shares, and user-generated content. 
  • Social Listening: Track geotagged posts, hashtags, or direct mentions. 
  • Sales Uplift: Brands like KitKat reported a measurable sales boost during and after flights. 
  • Customer Feedback: Some of the best indicators come from people reaching out, tagging the brand, or commenting on the positive impression the balloon made.

Although formal research studies in New Zealand are limited, international data from Australia and the U.S. confirm balloon advertising’s high brand recall and positive association metrics. Di and Daryl, the founding duo at BBML, are currently awaiting updated studies and are keen to share learnings with Kiwi marketers.

Looking to the Horizon

As ballooning continues to evolve alongside experiential and outdoor advertising trends, Balloon Brand Marketing Ltd remains committed to innovation and joy. Whether flying across New Zealand’s main centres, appearing at festivals, or tethered for a product launch, they bring colour, excitement, and emotion to every brand they partner with.

In a marketing world hungry for differentiation, this family-run Hamilton business offers something rare: a truly elevated experience. Let your brand be seen from miles away - because sometimes, the best marketing doesn’t come from shouting louder, but from soaring higher.

For more information or to enquire about campaign options, please visit www.bbml.nz Bottom of Form

Source: Dianne Mckee, 2 July 2025