Role: Global Campaign Manager
Employer: Red Bull Media House
Date: November 2020 - April 2021
Location: Jackson Hole, WY

In 2021, Travis Rice and the Natural Selection Tour revolutionized snowboarding competitions by uniting the world’s top riders at three backcountry venues. This was the first large-scale live-action sports event in the COVID era, and it set out to push the technical boundaries of live events. My role was to drive visibility and excitement for this groundbreaking event across Red Bull’s global platforms and beyond.
The Natural Selection Tour became a top live winter sports performer on Red Bull TV. Its Wild Card Campaign boosted digital engagement, and dual-branded content drove global visibility across athlete, sponsor and key media channels. The campaign paved the way for future innovation in live sporting events.
- Narrative Development: Developed a global storyline showcasing the Tour’s blend of natural terrain, freestyle progression, and cutting-edge broadcasts.
- Content Strategy: Partnered with Red Bull, athletes, and creators to deliver cross-platform content, boosting tune-in and engagement.
- Media Relations: Led external messaging, crafting PR that positioned the event as “game changing.”
- Community Engagement: Launched a Wild Card Campaign allowing online votes for two event slots, driving audience participation.
- Distribution Strategy: Centralized assets and integrated branded content across partner channels for cohesive distribution.

CAMPAIGN OVERVIEW

EXECUTION