Le Red Bulletin arrive

Red Bull lance ce mercredi la première édition de son magazine, le Red Bulletin, distribué avec le quotidien L’Equipe.

Créé en 2005, le Red Bulletin était d’abord distribué dans les allées des paddocks du Grand Prix de Formule 1 de Monaco, le plus glamour de tous, offrant une visibilité et notoriété immédiate au magazine de Red Bull. C’est en 2007 que le Red Bulletin voit le jour sous son format de magazine mensuel. Chaque premier mardi du mois, les lecteurs pouvaient alors profiter et découvrir l’univers exceptionnel de Red Bull.

Et comme dans toute bonne stratégie qui se respecte, le Red Bulletin a débuté en Autriche, LE pays de Red Bull, en tant que supplément dans huit quotidiens, lui assurant une distribution de près d’1.1 million d’exemplaires, touchant théoriquement plus de 10% de la population autrichienne.

Après le succès autrichien, le Red Bulletin s’est rapidement exporté et en 2009, le magazine arriva en Allemagne, en Grande-Bretagne, en Irlande du Nord et République d’Irlande, soit une diffusion totale de 2.1 millions d’exemplaires. En 2010, ce fut au tour de la Nouvelle-Zélande, de l’Afrique du Sud, du Kowaït et de la Pologne d’accueillir le magazine de Red Bull avec une édition spéciale à New York lors de l’étape de la Red Bull Air Race. Depuis le début d’année, le Red Bulletin est maintenant disponible dans les kiosques autrichiens et allemands et arriva en mai dernier aux Etats-Unis. Au total, ce sont plus de 4.6 millions de Red Bulletin qui sont distribués chaque mois.

Une version digitale du magazine est aussi disponible sur iPad uniquement.

Le Red Bulletin arrive donc en France la semaine prochaine, symbole du développement de l’univers Red Bull et nouvelle arme de la stratégie de marketing et de communication de la marque autrichienne. Connue et reconnue pour sa capacité de production de contenu et d’événement (le Red Bull Content Pool est juste dingue!), Red Bull est sur le point de démontrer son expertise sur du print avec le magazine réalisé de A à Z en interne, que ce soit les photos, la rédaction ou même encore la régie, et par la même occasion sera en mesure de toucher une autre cible, peut-être moins jeune et moins digitale qu’elle ne l’est pour le moment.

A suivre de très près…

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