Halfway through a 19-city tour, Pizza Hut’s Big Foot blimp promotion deflated when its dirigible sprung a leak and made an unscheduled landing on an apartment building in New York. The crew escaped with only minor injuries, but the rest of the tour has been scrapped because no backup blimp is immediately available.
‘There are only 10 blimps in the U.S,’ said Rob Doughty, vp/marketing communications for Wichita, Kan.-based Pizza Hut. ‘You can’t just go to the blimp store and buy another one.’
As to possible effect of the crash on Pizza Hut sales, the company isn’t worried. ‘At the very worst it is probably neutral in its effect on our image,’ said Doughty. ‘At best it probably raises brand awareness.’
Copyright Adweek L.P. (1993)
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