Creation of Dash Sky, a Large-scale Aerial Publicity Project
Cape Town has an established tandem-paragliding industry using the airspace in and around one of the world’s most popular tourism cities. Dash Sky proposes to buy a large sector of the billboard space provided by the paraglider canopies for the entire paragliding season, most of the summer months. In providing one paragliding operation with new, Dash-branded canopies, Dash Sky obtains a large amount of striking, environment-friendly publicity at a predictable and cost-effective price. The exposure is multi-layered, to the general public, to the paraglider passengers themselves, and to the passengers’ social groups, via social media, reaching several 100 000’s of viewers per year, all generally in the appropriate market segments for investment in Dash.
Formation flying for maximum advertising impact
Introduction to the Proposal Owner
The Proposal Owner is Slottle Addams, known as @DashingDude, a frequent participant in the Dash forums and a Com.Sci geek. Before creating Dash Africa he worked for many years as a software dev, manager, entrepreneur, and university lecturer. For 10 years, he worked voluntarily part-time as a network engineer, deploying a wireless WAN infrustructure at 17 schools in remote rural areas with the Siyakhula project.
The scope of the Proposal comprises a number of discreet components:
- Obtaining of a professional graphic design for the paraglider canopy.
- Contracting manufacture of a set of 6 canopies to ensure that the selected paragliding operation can only fly Dash-branded paragliders.
- Contracting the paragliding operation itself to Dash Sky, including the length of the contract, presently seen as 2 years.
- Design and printing of multilingual brochures for distribution at the glider launch site.
- Provision of at least one branded gazebo and several Dash banners/flags for the launch site.
- Regular inspection of take-off sites.
Cape Town, nestled at the foot of the World Heritage site of Table Mountain and its lesser peaks, is a stunning tourism attraction. For over 8 months a year Cape Town is full of tourists (1.5 million international visitors in 2016) who come to the area for a wide variety of reasons, including the extreme adventures which are on offer. Thus, the area over which the paragliders fly, either north of Signal Hill or south off Lion’s Head, is generally full of tourists, apart from the local population, and the general public would be exposed to the Dash branding repeatedly during the day.
Project implementation rapidly follows on funding of the Proposal. The single milestone is manufacture/delivery of the branded canopies although that might be quicker than delivery of multilingual brochure material while that would not prevent launch of the project itself.
Exposure of the Dash brand to an appropriate audience is the prime objective of Dash Sky. In general, the Dash canopies would, on average, take to the skies 1200 times per month throughout the year, excepting the winter months. That said, brand exposure would then be achieved in 3 distinctly different areas:
The launch sites are themselves popular tourist attractions, therefore often frequented by people other than those associated with the paragliding itself. Therefore, special attention would be paid to providing the sites with Dash branding by means of flags, banners and a gazebo, all specially designed for the purpose. The gazebo is important as a distribution point for multilingual brochures, again specially designed for the purpose and aimed at introducing readers to the concept of Dash and how to invest.
Each paraglider flight attracts the attention of the general public, including many tourists, a total on which it is difficult to place a reasonable estimate but doubtless in the thousands. However, marketing statistics gathered by paragliding operations indicate strong brand recall by all spectators: at the same time, the market sector being reached is very appropriate to Dash.
Secondly, and equally important, is that the paraglider pilots take photos and videos for their clients and take particular care to ensure that the canopy branding appears in those visuals which are, thereafter, spread across the social networks, to be seen by hundreds of people around the globe for every flight. One paraglider operation alone has 19.5k followers of its own Instagram account.
Both of the usual landing sites are in popular sea-front areas and attract much public attention: they are areas of high traffic, both pedestrian and vehicular, and provide the final component of brand exposure. However, they are not conducive to the same treatment as the launch sites.
A typical canopy at the landing site
The project is largely free of maintenance as it is entirely within the interests of the paragliding operator to ensure that its contractual obligations are always met. This ensures that the project remains free of unforeseen costs. However, Dash Sky does provide for regular inspection of the paragliding operation, if only to ensure that all equipment is in good order and that the supply of brochures is adequate.
Budget will be posted very soon! Est 40-50 Dash, but I will provide a breakdown of costs to arrive at a final figure.
Note: Hi all, this is my new pre-proposal. I would appreciate comments, as I will use your input to refine the final proposal during the pre-proposal stage.