While flying over densely populated areas, retail centers or special events, or while moving slowly through metropolitan backgrounds, the airship is visible to tens of thousands of people or more, who otherwise may not be reached with traditional brand messaging. In a short time an airship can accomplish lasting impressions that might otherwise take years of traditional advertising. Studies show that the retention/recall rate of an airship is upwards of 80% - completely unrivaled by any form of traditional advertising. People simply can not ignore an airship when it's flying overhead. Bayer Pharmaceuticals recently concluded a 110 hour world tour. That tour yielded over 20 million confirmed impressions. The rates for a typical 100 hour campaign could deliver a CPM (Cost Per Thousand Impressions) as low as $27.