A Sparkling Campaign

Some of the advertising for H&C Tool Supply Corp., a Rochester, N.Y., industrial distributor, is a bunch of hot air, and chairman Bill Cowgill likes it that way.

From April to November, Cowgill combines business with pleasure when he takes to the skies in a multicolored hot-air balloon that displays the H&C logo.

Cowgill is a co-owner and licensed pilot of a 1,000-pound hot-air balloon that can be seen hovering over western New York State corn fields. The balloon and the H&C logo, which is easily removed when the craft is used by other owners, has been known to travel as far as 30 miles in a single trip. Average trips run about 7 to 10 miles.

Although the balloon may add a touch of color to an early spring sky, it isn't always a welcome sight for area farmers whose corn or alfalfa fields must sometimes double as a landing pad. Cowgill's traveling gear always includes a bottle of champagne to cool the temper of any angry landlord.

If you are considering this method of advertising, think also of the price. The cost of a new balloon? About $16,000.

Follow Inc. magazine at @incmagazine