BRANDING NEWS: Red Hat takes field marketing to a new level

Open source technology provider Red Hat has taken a 'bigger is better' approach to brand awareness in the run up to the VMworld Europe conference.

Red Hat has had its logo, with a strapline of ‘Calling all enterprisers’, cut into a field next to the landing strip at Barcelona-El Prat airport.

Barcelona only has one airport runway so all delegates, at least those with a window seat, arriving by plane will be able to see the message displayed over 10,000 square metres. The message also contains the hashtag #RedHat, as the technology provider is offering delegates the chance to win a Galaxy tablet if they tweet about the company.

Werner Knoblich, vice president and general manager, EMEA at Red Hat, said, “We wanted to do something different to welcome delegates to Barcelona and what better way than to have a visual representation of our organisation stamped across a massive field close to the modern gateway to the city, the airport,”