Hood Dairy got a bit more publicity than planned Tuesday when a promotional blimp that regularly flies above Boston’s Fenway Park crashed into a wooded area. The 90-foot-long blimp became stuck atop trees near an elementary school in Manchester-By-The-Sea about 25 miles north of Boston. It took two hours to rescue the pilot who was not injured.

The story has already received national coverage with pictures and video of the stranded blimp and quotes about it “moving up and down like a whale in the water,” before it crashed. According to the local CBS affiliate, a 12-man team from Beverly Airport is working to deflate the blimp so it can be removed from the area, which is near the airport and an elementary school. This process could take a few days.

The blimp, which was scheduled to make an appearance at Tuesday’s Red Sox game, was reportedly doing “exposure flying” when it crashed. Hood Dairy is certainly getting some exposure from the mishap.

Hood Dairy plants are located in Massachusettes, Connecticut, Vermont, New Hampshire, New York, Maine, and Virginia. Headquarters are in Chelsea, Mass.