Red Bull Harbour Reach 2013

As a major force in the extreme sports world, Red Bull needed to pack a punch with its PR campaign for the Harbour Reach wakeboarding finals in Liverpool. The firm asked us to help.

Objectives

To launch a world class event and its new home, publicise and promote the warm up heats, with just a few weeks lead time.

 

Retain the core company ethos- ‘with Wiiings’- as the overarching voice of our campaign.

 

Raise awareness for the ‘wildcard’ entry- a public candidate entered into the Road To Harbour Reach warm up races.

 

Place the 360-degree video with a national press title in the UK

 

Reach a minimum of 7million OTS across consumer and specialist media

Strategy & Plan

To secure widespread exposure for Red Bull Harbour Reach our staff knew that the they needed varied and engaging content to service the media with thanks to wakeboarding’s relatively niche status.

 

This began with a pre-event competition run in conjunction with Liverpool’s Radio City, national and regional media taster sessions, and regional media photocall. Supplemented by a series of staggered press releases relating to the initial wildcard announcement, the Road To Harbour Reach, Harbour Reach, and the results of the final.

 

 

In the run up to the main event, two wake parks opened in Liverpool and Salford, Greater Manchester, both of which meant there was increased  potential for ongoing coverage across the North West. In turn we harnessed this trend and ensured Harbour Reach was the main talking point within any associated news.

Measurement & Evaluation

The outcome of the campaign was measured on the number of media hits, opportunities to see, the quality and reach of those titles, and the number of views for video content.

Results

Red Bull Harbour Reach achieved 8,209,218 OTS. The best wakeboarding crashes video was viewed by 34,299 people. 58 pieces of media coverage ran. Sentiment was 100% positive.

Results

13 million opportunities to see
42.5% of coverage included key message 'Red Bull gives you wings'

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