THE BRIEF
Make Paper Wings one of London’s most talked about events.
How we approached it
Red Bull Paper Wings is an incredibly unique competition.
With striking visuals and feats of sporting prowess mixed with aerodynamics, it’s not something Red Bull is known for.
Our series of photo opportunities at the UK National Final was a surefire way to ensure we got the UK talking.
Leaning on the human stories of the contestants we highlighted how some of the UK’s up-and–coming (paper) airplane throwing talent got involved in such a unique sport.
We invited media and influencers to the UK and international final in Salzburg where the athletes competed against the rest of the world, and announced the incredible group of finalists.
The results
- Over 600 pieces of coverage secured
- The UK ranked second for PR results compared to Red Bull globally
- Broadcast features on This Morning and BBC Breakfast, along with blanket radio and broadcast news coverage
“Through W+P’s impressive network, they provided incredible opportunities to tell our story, creating those ‘wow’ moments that got people talking globally.
The results were incredible – they achieved vast earned media reach that set the media agenda. Ultimately, this provided me the ultimate success metric, linking the brand to a wide variety of new consumers.”
Matthew Radmanovich
Head of General Sports & Event Communications, Red Bull
“Karma’s media coverage has quadrupled since the first month of our collaboration. The whole team has always been very available and dedicated to our business needs”
Julien Flandre
VP Marketing, Karma
“I've engaged many PR companies over the years, it's always a great sales presentation followed by an expensive ongoing retainer. W+P is delightfully and refreshingly different, it's as if the team are a part of ours.
I hope others don't find out just how good W+P is, we really want to keep them all to ourselves”
Anthony Rose
CEO, SeedLegals
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