RED BULL TERMINAL TAKEOVER
Skateboarders see everyday spaces differently. Where travelers see an airport, they see endless possibilities. Enter, Red Bull Terminal Takeover, an event that transformed the old New Orleans airport into an unforgettable skateboarding destination.
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Role: Global Campaign Manager
Employer: Red Bull Media House
Date: May 2021 - June 2024
Location: New Orleans, LA
From 2021 to 2024, Red Bull Terminal Takeover turned the old Louis Armstrong Airport into a custom-built skatepark, bringing together pro skaters, local shops, and creators from around the world. The campaign showcased New Orleans culture while serving as a blank canvas for both skaters and creators to create differntiated content. -
Collaborations with key creators and partners drove global visibility, while partnering with The Skatepark Project underscored Red Bull’s dedication to building up strong skate communities. Viewership ultimately increased by 40% in the final year, setting new benchmarks for Red Bull Skate’s social channels.
Media Strategy: Defined the campaign’s media vision and narrative.
Partnership Integration: Collaborated with brands like Maui Jim for high-energy activations and secured gaming tie-ins with EA Sports’s Skate 4 and Activision’s Tony Hawk Pro Skater franchise.
Content Development: Partnered with pro skaters and creators to produce differentiated content.
Community Engagement: Worked with The Skatepark Project to provide tangible support to local skate communities.
Viral Amplification: Focused on high-stakes action, raw iPhone footage, and live coverage.
