The Aérophare: a ride in advertising

An attraction that serves as a totem to boost attendance, is the new concept proposed by the tethered balloons leader.



More than a ride, it's a promotional tool for a tourist site. The Aérophare, the new concept from the French company Aérophile, is the result of a fusion between the Eiffel Tower and a tethered balloon.

Specifically, it is a balloon with a 12-seat basket. It is protected by a metal structure reminiscent of a DNA double helix molecule. Beyond its innovative and contemporary design, the steel structure allows the ride to operate year round even with winds up to 70 km/h, thus allowing for an actual flow rate 1000 people per day.

A Family oriented ride, it brings passengers 40 metres high. During the ascent the gondola makes three complete turns so that its passengers enjoy a panoramic view. Furthermore, the surface required for installation is relatively small as the Aérophare has a footprint of just over 150 square metres, and only needs one operator to run.



Boosting attendance

But the attraction is primarily a promotion tool for the site, given if it is near a travel axis. Visible all round, day and night, from several kilometers away, the balloon highlights upcoming events.

So far two Aérophares have been installed in shopping malls in the Paris region: in October 2007 in Evry 2 (Essonne), and last September in O'Parinor (Val d'Oise). 
Evry has seen its overall attendance increase, and the results have been particularly conclusive especially after two successful ad campaigns for products sold in the center were posted on the balloon. The first saw a twofold increase in attendance for the promoted store, the second, a soft drink campaign, resulted in an 89% turnover increase for the product.

Unfortunately, the Aérophare’s rather high price tag it reserved for parks of significant size. However, this double investment is to be included in both the innovations and marketing budgets.