Red Bull Air Race



Imagine an open air airplane race above the Guanabara Bay, between Sugar Loaf Mountain and Christ the Redeemer. Approach participated in this unprecedented event in Brazilian history in 2007! We’re talking about the Red Bull Air Race World Series, a bold initiative which required a multifaceted communication strategy which needed to be aligned with customers’ expectations.


The planning, conducted by Approach, included content recommendations for diverse communication vehicles, like city, sport, variety, guides, tourism and social columns, as well as harnessing the pre-event to boost disclosure.


The event was considered one of the most important in the country’s history, attracting 1 million live spectators. Approach’s work inspired 400 press pieces, amongst which were 90 TV and photo gallery materials on the main websites and on portals. Red Bull is still one of Approach’s clients, and, in keeping with its revamped voice and platform, has invested in new communication formats with the help of our publications consultants.