Pilots Can Bruise Too

Professional Pilots Take the Plunge

In 2004, I was selling advertising for a North American distributor of Japanese animation (aka animé.) Reb Bull and Mountain Dew were the drinks of choice among the fan boys. Counter culture, below the radar, men 18-34 was our target audience. A perfect fit for Red Bull who, at the time, employed a viral, grassroots marketing campaign, but no media advertising.

Today, I see billboards, mobile units and, now, the Red Bull Air Show. I don't know why I'm plugging Reb Bull because I could not convince them of the value of appealing to their core demographic with a print campaign, but their Web site and this concept is too cool. (It's also makes a great vodka mixer.)

The Red Bull Air Race World Series features the world’s best pilots in a motor sports competition based on speed, precision and skill.

Using the fastest, most agile and lightweight racing planes, pilots navigate a low-level aerial race track made up of air-filled pylons, reaching speeds of 400 kilometres per hour while withstanding forces of up to 10 Gs.

Touching down in ten cities worldwide in 2008, each Red Bull Air Race is unique. From the heart of the city to the open countryside, over land or water, a Red Bull Air Race can take place almost anywhere. Spectacular backdrops and jaw-dropping action guarantee that spectators experience one of the most innovative and exciting new sports competitions around today.

Next stop, San Diego.