Skywhale is inflated in Weston Creek before her Saturday morning flight. Photo: David Pope
SKYWHALE is a marketing bargain that has paid for itself many times over, with the value of news stories generated by the mammoth hybrid creation totalling hundreds of millions of dollars, according to an independent marketing expert.
The controversial Canberra centenary balloon by former resident Patricia Piccinini has divided the city and cost taxpayers $300,000.
As it took to the skies above the capital on Saturday morning, University of Canberra assistant professor of marketing Joanna Henryks said the value of the coverage was almost priceless.
''I wouldn't be surprised if it was several hundred million - it's been huge internationally,'' Ms Henryks said.
''It's so high it's hard to measure. That sort of coverage is very short term but it's almost priceless and the social media traction I've seen would add to that as well.''
Since Thursday, more than 145 stories in metropolitan newspapers, television broadcasts and radio bulletins mentioned the 10-breasted, 23-metre high hot-air balloon, reaching an audience of 2.7 million people.
ACT Government official Jeremy Lasek tweeted this photo of Skywhale's flight.
More than 100 regional newspapers around the country also ran the story.
As of Friday, the YouTube video of Skywhale's test flight in Victoria had been viewed 64,691 times.
In an email to the Sunday Canberra Times chairman of Cameron Balloons in Bristol Don Cameron said he was pleased with the media coverage.
''But I am surprised at some of the prices that have been quoted for it - if only they were true,'' Mr Cameron said.
''We were very proud to have been chosen by the centenary organisers to construct Patricia Piccinini's highly complicated design. We enjoy making these special shape balloons.''
The Skywhale, although paid for with ACT taxpayer funds, belongs to Melbourne company Global Ballooning.
Executive director of Centenary of Canberra Jeremy Lasek said media monitoring showed major news organisations had weighed in on the subject and spread the message. He estimated the hot-air balloon's news value to the capital to be in the millions.
"The Skywhale has definitely increased awareness of the centenary and of Canberra as Australia's national capital," Mr Lasek said.
"When international news organisations like the BBC, CNN, Die Welt and The Huffington Post sit up and take notice, we can safely say the artwork has made it on the international stage and spread the message of our centenary," he said.
On Saturday, fog delayed the Skywhale's flight although a crowd of hundreds braved the cold to see the balloon sculpture take off from Holder in Weston Creek.
The Skywhale is scheduled to fly again in Canberra on Sunday, weather permitting, before it is packed and sent to the Museum of Old and New Art in Hobart.
The balloon will be inflated on the Questacon lawns between 7am to 9am. It is the last scheduled flight of the Skywhale in the capital but Mr Lasek said it would return this year. For details of the Skywhale's launch site visit canberra100.com.au.
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