DHL taps media partners for balloon launch

DHL is to sponsor the world's largest tethered helium balloon, launching in Singapore on April 19th. <br><br> The logistics giant is collaborating with retainer media agency MEC and media sales house Butcher & Partners on the execution, which will be jointly operated by Aerophile Balloon and Vertical Adventure. 250,000 people are expected to take to the skies via the balloon during its first year, generating S$3 million (US$1.9 million) in tourism receipts. <br><br> The Singapore Tourism Board will also market the tour through the its network of regional offices worldwide and through its e-bulletin, websites and marketing collaterals, which will be distributed both locally and internationally.