©2011 Global Experience Specialists, Inc. (GES)

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Case Study | Up, Up and Away Tour

Disney/Pixar’s “Up, Up and Away Tour” lifts celebrities and media personalities nationwide

Overview

GES and Disney/Pixar teamed up to create one of the most unique promotional tours in Hollywood history. During its five-week, 20-city cross-country trip, the “Up, Up and Away” tour offered media personalities and celebrities the chance to ride in the sky tethered to 68 balloons! The ensuing media coverage drove fans to theaters and resulted in a record-breaking opening weekend for Disney/Pixar.

©2011 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

Case Study | Up, Up and Away Tour

Objectives

Maximize nationwide media attention and • press coverage by engaging reporters in an unforgettable publicity stunt in 20 U.S. cities.

Incorporate guerilla marketing strategies to reach • thousands of moviegoers at theaters nationwide.

Solutions

Inspired by the film’s main character, GES built an exact • replica of Carl Fredricksen’s easy chair and tethered it to 68 giant, Up-branded polyurethane balloons.

The “air chair” was built to FAA standards using lightweight • carbon fiber materials and provided 450 lbs of lift!

Street teams distributed 900,000 limited-edition • Up giveaways to guests in 100 theaters nationwide.

50 theaters across the country received 200 multi-colored, • Up-branded helium balloons for the film’s opening day.

Results

The tour achieved more than 63 million media impressions • spanning broadcast, radio, print, web and live event attendees.

Coverage included major networks and publications • such as LIVE with Regis & Kelly, Entertainment Tonight, Good Day LA, Boston Globe, Chicago Tribune, Dallas Morning News, and the Washington Post.

With a 68.2-million-dollar opening weekend, • Up is the third-largest film opening for Disney/Pixar.

The “Up, Up and Away” tour won multiple awards • for Best PR Event: Best Events Award, Stevie Award, Promo Magazine’s Pro Award, and Summit International’s Marketing Effectiveness Award.

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