Will Work for Red Bull

Last year, Lisa, Rio, and I went undercover. Twice. Well, once and a half, come to think of it. Here’s the Tale: As part of our General Aviation News series on air racing, we covered the National Air Races at Reno, and the grand finale of the Red Bull World Championship—which last year was held at the iconic Indianapolis Motor Speedway. At Reno we had legitimate press credentials, but we also joined the exclusive Checkered Flag Club as full members.

So that was the one-half undercover. Why did we do that?

Well, while Rio covered the race pits and Lisa shot the race action from out on the pylons and on the ramp, the focus for my pen was on the race experience of spectators—especially the value of clubs like Reno’s Checkered Flag. Hence our memberships.

Then, for Red Bull, I decided to compare their Sky Lounge to Reno’s Checkered Flag Club. So the whole family went undercover with me to experience it, with none of us appling for press credentials. In hindsight, I probably should have written a single compare-and-contrast story, as the formula was somewhat the same and drew some negative feedback from readers, but going that route would have made for an article longer than any modern publication would run, what with reader attention spans getting shorter and shorter with each passing year.

Anyway, this year, exclusive clubs being out of the budget with all the repairs to Race 53, we applied for proper press credentials for the Red Bull. (We missed Reno altogether as AOPA’s Santa Fe regional fly-in was the same weekend. Really, who the heck schedules a fly-in the same weekend as the National Air Races???!) Anyway, Lisa and I were accepted by Red Bull, but poor Rio was rejected because he’s a teenager. This was especially embittering to him as his first published photo was of a Red Bull Air Race. And we wonder why we can’t get teens interested in aviation… But that’s a story for another day.

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Still, Rio likes the Red Bull Air Races as a spectator as well, so he decided to come with us to watch from the stands while Lisa and I did the press thing. On the drive out, as we were—I kid you not—drinking Red Bulls, we wondered if the Red Bull folks would give free Red Bull drinks to the press. You see, as members of the Sky Lounge last year, we had full access to all-you-can-drink complimentary Red Bull. In fact, that’s what got us hooked on the stupid caffeinated energy drink in the first place. Prior to last year, none of us were Red Bull drinkers. Now, Red Bull is only trumped by Red Wine in our diets, which come to think of it, also flowed freely at the Sky Lounge.

But I digress. On one hand, it seemed like throwing Red Bulls at the press would be a smart thing to do. It couldn’t cost Red Bull much, and a happy press is more likely to give, well, good press, right? On the other hand, most outfits don’t do much for the media. Reno? They give the press water and granola bars.

Well, when we got to Ft. Worth, not only did we discover that the 60-odd credentialed media got free all-we-could-drink Red Bull, but we also had an awesome perch above the Sky Lounge on the 9thfloor of the swanky Speedway Club, giving us a stunning view of the race course.

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The race planes zoomed into Gate 4 actually below us, then screamed up into their vertical turn maneuvers right beside the press centre. It may not have been all that great for the photographers (shooting though glass is a problem) but for writers like me it was awesome. Although, I think I was the only real writer there. Most of the media folks were shooters or video folks. Anyway, the press box also had catered breakfast, lunch, and afternoon snacks. If I had wanted to, I could have covered the entire event in absolute comfort. All I was missing was alcohol.

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Needless to say, a great view, free food, and a forecast for race day of temperatures in the 40s got Rio’s temperature up even more over the lack of press recognition. Meanwhile, the press passes Lisa and I had gave us access to most of the venue, including a brief time set aside for to interview the racers in the pits, and roof access for photographers above race control. We also got a tour of race control and had the opportunity to go inside one of the inflatable pylons.

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You can check out our coverage in the next GA News, but back to the Red Bull part of this Red Bull story. We drank five sugar free Red Bulls coming out. That was all the dollar store had left in inventory. Looking at all those coolers and mini-fridges full of Red Bull, and selfishly thinking about my upcoming airplane repair bills, I told Lisa, “We should be sure to grab a few cans for the trip back home.” So every time I knew I was going to pass the car in the media parking lot on my various travels back and forth across the grounds over the next couple of day, I’d grab a few and toss them into the trunk.

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Lisa did the same. There were a lot of coats and what not in the trunk and I didn’t realize how many of the blue and silver cans were piling up until it got cold and I needed every jacket we brought.

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Oh my. Feeling a bit guilty, I asked our press contacts just how many cans of Red Bull that Red Bull gives away each race season, figuring I could justify our “sampling program” by being an infinitesimal drop in a larger ocean. The media folks didn’t know, but promised to get with the marketing folks, who got back with the media folks, who got back with us that this information is a trade secret.

Well, there are no secrets here at Plane Tales, so if the marketing department is trying to figure out why five times more sugar-free Red Bulls were drunk by the press on a few cold days in Ft. Worth than at any other race in the series, we’re the guilty parties.

But, I suspect it will work out for Red Bull in the long run. If we got hooked by a few freebies last year, can you imagine what this stash will do to us?

I can see us now. Sitting on the street corner across from their Corporate HQ in Fuschl am See in Austria, sporting a hand-written sign on cardboard: Addicted and homeless. WILL WORK FOR RED BULL.

 

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