Hot air balloon ride for winning dad

A hot air balloon ride was the prize for one lucky dad recently, when an online greetings card retailer launched a competition with the winner being announced on 15th June, just in time for Father’s Day.

Card Town, who supply personalised greetings cards for any occasion, promoted the competition through Facebook, with participants being asked to ‘Like’ their site and then, in less than 20 words, describe who and why their father would choose as his companion on a hot air balloon flight.

The greetings card business in the UK is one of the most successful in the world with an industry worth almost £1.4 bn. The Greeting Card Market Report of 2011 estimates that each person sends on average 31 greetings card each year, with the most profitable single events being Valentine’s Day in February and Mother’s Day in March, both traditional dates.

Commemorating a particular day to fathers is reputed to have begun in Washington in 1910, became a national celebration in the USA in 1924 and reached across the Atlantic in the 1970s to become a tradition in the UK.

Greetings card manufacturers are always looking for new and innovative marketing strategies in a growing but competitive market. Card Town hit on the idea of offering a hot air balloon ride for two, complete with champagne, as the prize for the free competition to promote their personalised Father’s Day cards, with all entrants to the free draw having the opportunity for discount on any hot air balloon flight they book in the future.

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