Helicopters are exciting, noisy, and real attention grabbers. Who doesn’t look up when they see one, and even better, watch it land and take off? They are the ultimate status symbol for individuals and make a real statement if your radio station has one.
Solving Oxfordshire’s Traffic Problem
Oxfordshire is notoriously bad for traffic congestion, which was a major issue for locals. To respond, Fox FM parked the radio car on a bridge overlooking the Peartree roundabout—the worst junction in Oxford—and reported live into breakfast on traffic conditions throughout the area with help from the AA. It showed we cared, made great radio, turned our presenters into local stars, and allowed us to mark our territory with frequent place name mentions.
Finding the Perfect Sponsor
UNIPART, the car parts people, were a major local employer. They didn’t have a consumer-facing proposition but wanted to connect with the community and stay close to Rover cars, their biggest client with a nearby factory. They were the perfect fit for sponsoring a traffic helicopter. Frank Hemsworth, their MD, loved the idea, and the UNIPART Flying Fox was born.
The Helicopter Takes Off
We contracted a local helicopter company based at Kidlington Airport to supply a Bell Jetranger aircraft, which we fully branded and prepared for action. After a major launch at UNIPART HQ, our helicopter took to the skies over Oxfordshire. On board were the (ex-RAF) pilot and our traffic reporter—initially Phil Angell, who eventually became the breakfast show host, and later Alexis Thompson, our promotions director. Kitted out in branded flying suits, it was all very glamorous. In the back seat, we usually had two local clients, occasionally local dignitaries, and prize winners of all kinds.
Flying Smart
The main cost of helicopters is flying time and engine starts. To manage this, we flew for 40 minutes each morning but still reported from 07:00–09:00 by occasionally landing to save hours on the engine.
Making It Famous
The UNIPART Flying Fox quickly became famous locally and nationally. We maximized the opportunity for both Fox FM and UNIPART. The helicopter was used as a client and staff incentive, flying VIPs to the British Grand Prix, attending major local events, and visiting schools. Schools were especially fun: the ground support team, driving a branded jeep, would set up safety barriers and brief everyone. We then set up speakers so the kids could hear the pilot counting down the arrival sequence, then they would hear the helicopter in the distance before seeing the helicopter doing a fly past and land
A Memorable Flight
My most memorable flight was at a big Capital Radio event at a London hotel. Every major advertising agency was on the terrace when the UNIPART Flying Fox appeared low and loud, chop-chop-chopping around the side of the building. After a couple of low fly-pasts, we landed right in front of the terrace. We then spent an hour giving quick joyrides to agency people before noisily returning to Oxford, leaving a lasting impression and demonstrating the power of bold radio marketing.