I think this is a great way of capturing people's attention and in turn encouraging them to visit Fortnum & Mason and increase business. To have a celebrity involved in the process too makes a huge difference as it often catches people's attention more. I love how the basket represents the hampers that Fortnum & Mason sell, and the branding is quite obviously just as effective at such a large scale.
Come Fry With Me...
10th June 2013
Stephen Fry joined the Exclusive Ballooning team today at Tower Bridge, London to launch Fortnum and Mason's brand new and bespoke hot air balloon.
It is the first time in Fortnum's 300 year history that they have commissioned a hot air balloon and the choice was one of style.
Firstly, the balloon envelope is made from bespoke dye fabric to match the Pantone colour of their branding, it also sports the new super shiny gold fabric. It was built in Bristol UK and is 90,000 cubic feet in volume.
The basket was made by hand at Somerset Willow in England and the trim was added using bespoke dyed leather. Even the internal tank covers, padding and floor have been trimmed to Fortnums' colour scheme. Finally, the basket was stenciled with their famous logo and a bespoke made burner added to complete the look.
Shoppers will have been in on the secret as the basket and burners have had pride of place in the Piccaddilly store for the last seven days.
CEO Ewan Venters was joined in the basket by Stephen Fry this morning to help launch a campaign which will see the balloon first tour the UK before setting sail to tour the world, promoting the very famous brand's finest teas.
Pictures: Exclusive Ballooning; Fortnum and Mason