FOXTEL GOES DIGITAL: THE BIGGEST BANNER LAUNCH IN HISTORY

In 2004, I was called into the Foxtel offices by Mr Brian Walsh, a true gentleman I had known for years. What followed was a meeting that would lead to the biggest contract in history for helicopter banner flights.

Brian explained his vision: a massive seven cities, seven days pre launch countdown to mark Foxtel going digital.

They had been impressed with many of our previous aerial displays and helicopter channel activations and decided to commission what remains, to this day, the largest single contract we have ever delivered for one client.

The Campaign

We created 14 helicopter banners:

• 7 countdown banners, each with detachable panels to count down from Day 7 through to Day 1

• 7 final banners, massive printed displays revealing FOXTEL DIGITAL

  
  

This was also the first time in the world that a full dial printed banner was flown, the seven final Foxtel Digital banners.

Each city received its set of countdown banners and panels, while helicopters were organised to fly 6 to 8 hours a day around the urban centres using the HOBS overland system. At the end of each day the crews removed the number panel and replaced it with the next, working down to the final reveal.

In total there were 14 banners at 1000 square metres each, plus 49 detachable countdown panels.

A World First

It remains the worlds largest multi city multi banner aerial campaign for a single client launch. It was an incredible logistical challenge, moving banners, panels, helicopters and crews across seven capital cities, but thanks to an outstanding team the week rolled out like a very well oiled machine.

The Result

The campaign was a huge success. After the launch, Brian Walsh personally called to thank me, saying it was the best launch and coverage Foxtel had ever achieved. From that point forward, Foxtel became a constant client, commissioning banners for their individual channels and driving a steady stream of aerial work that helped cement our reputation.

Looking back, the Foxtel Digital launch was not just a contract, it was a turning point. A moment when scale, vision and execution aligned to create history in the skies.