In 2009, Europe was witness to an exceptionally innovative marketing act. Disney, to promote their 2009 release Up in Europe, teamed up with a well-known balloon marketing company to make a real balloon with an undercarriage that looks exactly like the house in the motion picture. The whole building and construction of the balloon itself can be dealt with as an engineering genius, and it took control of 6 months to complete ! However , the greatest surprise was the one Disney had actually prepared for their London promos- they flew the balloon right under the Tower Bridge! The act was much talked about and reported in global media.
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