Red Bull Flugtag Miami Targets the Hispanic Media
Challenge:
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Red Bull Flugtag is a fun and unique event in which participants design and build handmade, human-powered flying machines. Red Bull Flugtag has taken place around the world since 1991. On the day of Red Bull Flugtag Miami, 28 teams each launched their craft off the end of a 24-foot ramp located in the Atlantic Ocean off of South Beach.
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Manning, Salvage & Lee, global PR firm, enlisted the help of ECA, its Miami affiliate, to promote this event to Hispanic media in the U.S.
Approach:
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ECA pitched the local South Florida Hispanic media as well as national Spanish-language television programming. Part of the strategy was writing pre and post press releases and distributing media alerts on the day of the event.
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ECA also coordinated pre-interviews which allowed the media to get a firsthand look before the actual event began. These pre-interviews helped in spreading the word to the community, which led to a larger attendance.
Results:
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With over 35,000 spectators in attendance, Red Bull Flugtag Miami was a tremendous success.
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ECA secured live broadcast from the top Spanish-language national networks, including Univision’s morning show “Despierta America,” Mun2, the Latin youth network, and CNN en Español. In addition to live broadcasts from the event, ECA was able to secure post-coverage in the Spanish-language local news broadcasts, including Univision Channel 23, Telemundo Channel 51 and WJAN Channel 41.
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On the print side, ECA achieved coverage in the local South Florida newspapers, including El Nuevo Herald, Los Tiempos, and Community Newspapers. On the Web, ECA placed the story on HispanicBusiness.com, LatinaStyle.com, Yahoo! en Español, NCLatino.com, and HispaniaNet.com.
