As the summer heat rises in the Hamptons, brands are making their presence felt in more ways than one. This year’s Palm Tree Music Festival in Westhampton saw the likes of Blade, the helicopter charter company, ferrying attendees from New York City. Similarly, Don Julio marked its territory by offering cocktails, while Celsius reigned as the sole energy drink for the event.
Brian Rappaport, CEO of Quan Media Group, emphasized the distinctive nature of this festival. Unlike others, it’s characterized by opulence and offers numerous opportunities for brand integrations. Indeed, as the Hamptons attract a crowd every summer, brands look for innovative ways to make an impact. The traditional billboards are giving way to more creative approaches, including ad-wrapped helicopters and attention-grabbing aerial banners.
Brands like J. Crew, High Noon, and Net-A-Porter have taken to the skies to ensure their message is seen, quite literally. Brian Broderson from Van Wagner, an out-of-home advertising company, highlighted that the engagement doesn’t stop at just visuals. Brands incorporate QR codes, hashtags, and even phone numbers in their aerial advertisements. The costs for these high-flying banners range between $6,000 and $10,000, with the overall campaign price varying based on frequency.
The way brands are innovating to grab attention in places like the Hamptons underscores the evolution of advertising. Traditional methods no longer cut it in today’s fast-paced world. The creative strategies brands employ, especially in an upscale setting like the Hamptons, are a testament to their adaptability and the lengths they’ll go to engage with their target audience.