Advertisers looking for a new venue to reach consumers as they head for the beach will be able to plaster their ads on kiteboarders’ sails starting this summer. The ad-laden sails skim and soar, drawing attention to their sponsor’s logo.
To find out how to get your client’s message gliding along the waterfront within view of consumers out having fun in the sun, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Ads placed on kites that tow riders on wakeboards along beaches.
Who
Kite Billboard, headquartered in Largo, Fla.
How it works
Ads are printed on the entire surface of the kites, which tow riders across the water. The kites can also be used to tow wheeled boards over land and snowboards across icy surfaces.
Ad space ranges from 85 square feet to more than 300 square feet, depending on the size of the sail. “Sails are up to 50 feet long by 6 or 7 feet wide,” says president Antonio Martinho.
Advertisers provide creative. Large and bold on a colorful background is what Martinho recommends. “Use a strong logo and message as big as possible and a domain name to go to.”
Target audiences are both general beach crowds and audiences at special events. Messages can be viewed from beaches, waterfronts or docks and also from watercraft. Ads are visible up to 300 feet, Martinho says. Riders often perform jumps and tricks that are attention-getters.
Campaigns can consist of individual riders who display the ad sail over a period of time as they surf the local waters or a team of riders that create a larger, spread-out visual impact during an event.
“It depends on the advertiser,” Martinho says. “We offer them different options. We can do a group promotion and have five or 10 kiters with the same message going back and forth for a day, a month, a year or every time wind conditions allow. Or we can cover the coastline.”
Advertisers can specify specific days and times of day for ad display, weather permitting. For example, the kites can be brought out for special events throughout a one-year period.
Campaigns can also be designated by locale or territory. “A brand might want to sponsor Fort Lauderdale to the Bahamas, say,” according to Martinho.
Night riding draws crowds, even though the ads can't be seen. “It’s a very intense spectacle. We fill up the kites with glow sticks for a light show,” Martinho says.
Kite billboard advertising is a four-season program. “As long as there’s wind, whether it’s 100 degrees or 25 degrees, we’re out there,” Martinho says. “We put on a dry suit and just go.”
Exclusivity is built in. The company also provides sampling and hospitality to coordinate with the water shows. “If an advertiser is, say, a timeshare company that wants to provide soft drinks or branded water, we can coordinate having the product on the beach and distributing it,” Martinho says.
Markets
Kite boarding ads are available at most U.S. waterfronts. Florida, California, North Carolina, South Carolina, New York, Oregon, Texas and Illinois have popular kite-boarding beaches. The program is also available worldwide, including in Europe, Australia, South America, China and Africa.
“We can go wherever there’s water,” Martinho says, “lakes as well as oceans, rivers and on snow.”
How it is measured
Measurement is by attendance.
What product categories do well
Soft drinks, sports drinks, bottled water, sunscreen, sports products including shoes and equipment, and automobiles do well. Local attractions, vacation resorts, restaurants and clubs are also a good fit. Professionals like physicians and attorneys, as well as professional associations, would work well too. Ads for tobacco and alcohol aren’t accepted.
Demographics
Specific beaches can be targeted, as well as waterfront events.
Making the buy
Lead time is 60 days. Production cost is $3,000 per kite with a 25 percent discount after the second kite. Two ad kites displayed within a 20-mile radius cost $10,000 for a year. There are 300 guaranteed hours of display time on a 12-month program.
Who’s already on kite billboards
Local businesses have used kite billboards, and Martinho says the company is preparing to launch campaigns for local, regional and national advertisers.
What they’re saying
“Right now we’re working with car dealerships, restaurants, discotheques, appealing to local businesses. Say you’re a big restaurant on the beach and we go up and down the coast, five or six or 10 of us with the same message. There’s no way we can be missed.” --Antonio Martinho, president of Kite Billboard.
Web site info
Kite Billboard at www.kitebillboard.com
