The Manchester Evening News has reached new heights with the launch of its own hot air balloon.

Publisher Guardian Media Group has leased the gas-powered balloon to promote the MEN and its sister paper, the Manchester Metro News, at sporting and cultural events across Greater Manchester.

And this week the spectacular yellow and black balloon made its inaugural flight across the city.

During a two-hour flight, the balloon passed over The Lowry at Salford, Old Trafford, Manchester town hall, G-Mex, the City of Manchester Stadium and B of the Bang, soaring to 1,000ft.

GMG Regional Newspapers chief executive Ian Ashcroft said: "We need to do a variety of things to keep the name of the Manchester Evening News in front of people so they don't forget to buy it regularly.

"The MEN is a great newspaper, but people lead very busy lives and sometimes you just need to remind them it is there.

"Once you get a hot air balloon in the sky it is an unusual feature and everyone looks up, and everyone sees it.

"It is an innovative way of drawing attention to the name of the paper and reminding people to pick up their copy."

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