The goal for Red Bull Air Race was to create a media kit that would not only provide key information to the press; it had to break through the clutter, and also stand the test of time. We wanted to create a memorable collectors’ item that would become a show piece on the desks of editorial staff, keep the air races top-of-mind, and drive interest in covering the event.
Drawing from the visual language of air travel from a bygone era, Immersive custom-designed the air races’ media kit as a mini suitcase complete with a functioning handle and carry-on tag. Inside, the kit contained an information rich passport, with all of the information related to the race, collector cards and a branded USB drive with PR materials.
The Red Bull Air Races’ media kit resulted in a record number of media requests and earned media placements.
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