About 15 years ago there was a similar scheme in London, UK. It was quite surreal to see an airship moving slowly along the horizon from the east end of London to somewhere near the centre (I forget where it was).
It was cool but it just disappeared. Anyone know why?
I assume this will be a helium-filled airship.
Most likely - anything else would be too stupid.
The Extreme version will offer thrill-seekers a hydrogen-filled zeppelin under fire by anti-aircraft flak guns! :)
They could make more money if they offered fantasy rides, like a steampunk themed adventure. It's all right there. . . .