ABOUT
This pinnacle project was the launch of a five-year growth strategy for Texas and surrounding states. We performed extensive project feasibility and during the process we noticed the opportunity to position the project in the soon-expanding region north of downtown Dallas. expanded the search further outside the Dallas city limits.

From a marketing perspective, we structured the campaign to focus on dividing the metro, with all OOH advertising and trial-driving taking place downtown, in collegiate spheres, and high-density areas in the north suburbs. We also targeted transportation/commuting via the busy highway corridors, radio during rush hour, and the DART transit system. An extensive retail and field marketing campaign rounded out the integrated strategy by targeting in-person engagement. Along with leading the 360-marketing and sales campaigns, we also project managed all operations, logistics, and production of the event.

The marketing and sales objectives were exceeded, including 67K fans in attendance to the live event. We also ushered in a change in culture, where the leadership team thought beyond the traditional event space and used consumer insights to drive decisions.

This project (launched in 2012) ushered in other long-term, growth-focused programming including Red Bull Flugtag (2013), Red Bull Cliff Diving (launched 2014), and Red Bull Air Race (launched 2015).

SCOPE OF WORK
Project & On-Site Lead - Brand Marketing & Integration - Marketing & Awareness Campaign - Advertising & Out of Home Strategy - Event Content Capture - Vendor Identification & Contracting

As a result, the brand in Texas grew volume over 38% in 5 years, as well as re-captured the market share lead in 2013.

MEDIA COVERAGE
Fox 4 News - Dallas News - Plano Magazine - CultureMap Dallas - Dallas Observer - The Vendry - Dallas Innovates - Dallas Makerspace