Euro 2008: It’s All About the Promotions

Look! It’s the Euro balloon! In the shape of a trophy! And not just any trophy, mind you. The Henry Delaunay Cup trophy.

The balloon took part in the 4th International Balloon race in Geneva a couple of weeks ago.

You know the best part about racing in a balloon like this? No matter where you finish, you’ve already got your prize.

From the UEFA site:

“The balloon is shaped in the form of the Henri Delaunay trophy and is accompanying the EURO Experience Tour, which is visiting 13 cities in Switzerland and Austria from late January to the end of June in order to get fans and residents in the mood for UEFA EURO 2008™. By the end of its journey, the 34.5 metre-tall hot air balloon will have travelled a total of 30,000km.”

The balloon is part of the Experience Tour, one the promotions put together by UEFA to get the word out about Euro 2008. And what is the Experience Tour?

The Experience Tour, which features the world’s largest tent, is taking in all eight UEFA EURO 2008™ host cities. Perhaps the star attraction is the tent’s 140-seat movie theatre showing a 25-minute film charting the previous 12 UEFA European Championship. Besides a multi-media zone and various games, there is also the chance for fans to be photographed with the Henri Delaunay trophy.

And for those who were wondering what the “world’s largest tent” looks like? Well, here you go.

The tour is visiting all of the cities which will be hosting games. It started in late January in Basel, Switzerland, and will arrive in June in Vienna, site of the finals, where it will remain through the tournament. The goal is to

“…give a flavour of the party that awaits us at UEFA EURO 2008™ and a taste of more than 40 years of history of this exceptional tournament,” Margraff said. “The impressive images on the big screen and the presence of the Henri Delaunay trophy create an atmosphere charged with emotion and not only for football fans.”

And while they’re at it, they’re probably hoping to drum up some tourism interest. Reports are that Vienna’s hotel bookings for the upcoming tournament are actually lower than for the same period last year — probably because of businesspeople wanting to avoid the tournament mayhem.

Maybe they should offer the businesspeople free balloon rides?