To the doubters.
To those who don’t think PR can add value.
Who think it’s just a bit of spin.
That communications directors don’t deserve a seat at the top table.
I give you two words.
The man who climbed to the edge of space and jumped.
The worldwide media sensation who has shown what man is capable of.
And has proven how transformational PR can be for a brand.
Red Bull Stratos has achieved the holy-grail that brands everywhere are desperate to achieve.
Creating a global PR sensation.
It had over 200 global TV and 280 digital media partners who broadcast the live moment.
It smashed Youtube’s stats with 8 million people logging on to watch the jump.
It has been front page of national newspapers across the globe.
And a Twitter sensation with everyone from Arnie, Mike Tyson and Piers Morgan to NASA sending Tweets.
The world was literally watching as Felix jumped.
And guess what?
It was fueled by content-driven PR.
Red Bull is a brand that truly understands the power of storytelling through content.
They wanted Stratos to be a scientific endeavor on everyone’s lips and not just a PR stunt.
And TVC has been a partner to help achieve this.
We have helped develop an ongoing global PR and content programme for this mission; activating every story from the science behind Felix’s suit and capsule to each test jump Felix did.
We told the emotional story of the man behind the mission including his meeting with the then current record holder, Joe Kittinger.
And when the big day came, TVC had a team on the ground in Roswell helping to tell the world’s media about it.
Our job was to make sure when the big moment came that everyone was watching.
That they knew Red Bull was behind the mission.
And they understood why.
If we can learn anything from Red Bull Stratos it’s that PR works.
It’s that we’re no longer the poor relation to advertising.
We’re leading the way in brand communication.
And all it took was a man jumping from the edge of space to let us believe it.