CASE STUDY

Horizon Blue Cross Blue Shield of New Jersey
Horizon Blimp Tour

In 1998, Blue Cross Blue Shield of New Jersey changed its name to "Horizon Blue Cross Blue Shield." The company needed a multimedia initiative to announce the new name and reposition itself in the New Jersey region, one of the country's most saturated media markets. It wanted to reaffirm the tradition that its brand evokes and emphasize that the company had neither been bought nor sold.

Winning Strategies' Horizon Blimp Tour served as a promotional tool to build public awareness and invigorate company spirit.

The blimp was emblazoned with Horizon's name and its trademark cross-and-shield logo. On Oct. 11, 1998, the Horizon blimp floated out for a six-week tour across the regional marketplace. It appeared at many high-visibility outdoor events including the New York City Marathon and the World Series. The tour marked the first time a health-care company had used a blimp in its marketing strategy.

Other promotional efforts for the blimp were closely integrated with radio, print, and television media. They included a four-hour radio broadcast from the blimp by Z-100 disc jockey Greg T.; an aerial tour of state-preserved farmlands for Governor Christine Todd Whitman and U.S. Senator Robert Torricelli; an Oktoberfest hosted by Horizon at the blimp's landing site; and an employee raffle for a once-in-a-lifetime chance to ride the blimp. It is one of only 20 blimps flying worldwide.