Destination Red Bull


Destination Red Bull

Fantastic destinations + breathtaking adventures + successful exceptional athletes = unforgettable experiences. This is the formula for "travelling away from the everyday"! Destination Red Bull together with The Travel Birds offer the unique possibilities to travel to the most beautiful places in the world and get to know world champions and top athletes at close quarters.

Some examples of their offerings are:

-          MotoGP: The race of your life

MotoGP intensive with Dani Pedrosa and Sete Gibernau.




-          With Andi Goldberger to the Wings for Life World Run.

The ski jumping legend is your coach when you run for those who can't in 2020




-          On the way in the valley of happiness: climbing road trip with Stefan Glowacz

The Bavarian adventurer has been exploring the Verdon Gorge in the south of France for 20 years. Now you can accompany him for the first time on one of his legendary journeys.


·       Type of Innovation

Product Innovation

·       The dimension of Intensity - How new?

We would say it is incremental new. Destination Red Bull together with The Travel Birds made use of the many sport athletes Red Bull is sponsoring and offering not just a holiday trip, they made out of it a real experience as you can have the accompany of a very famous athlete.

·       Subjective Dimension - For whom is it new?

It is new for the company. Red Bull did enter the travel agent market newly. While there were also before travel agents who offered this unique trips with famous cooks, athletes and so on.

·       The dimension of Content - What is new?

It is a new product, we would say even a new segment of the portfolio of Red Bull, as the company entered with this offer newly the travel agent market.

·       Possible learnings about the innovation process (what does it need to develop an innovation like this?)

Red Bull made wisely use of their good connections to top athletes, as they are sponsors of them and created together with The Travel Birds holiday packages, which include the accompany of one of this famous athletes. Red Bull, with this strategy, realized the marketing approach that you should sell experiences, not just products. They are doing so as they add a unique experience – the accompany of a famous athlete during the holiday  - to their offer.

Sources: Red Bull GmbH (n.d.) Destination Red Bull: Einzigartige Abenteuer erleben! Retrieved January 23, 2020, from https://www.redbull.com/at-de/destination-red-bull-ziele-athleten

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