Red Bull partners with Independent

Wednesday, 26 November 2008

Red Bull has partnered with The Independent newspaper to distribute its aptly named monthly lifestyle title "The Red Bulletin - An Almost Independent Magazine" to a UK audience.

Currently distributed in Austria using similar distribution models, the international version of the glossy magazine will be published monthly in the UK in the Saturday edition of The Independent, from January 2009.

Selected content will also be available online at independent.co.uk, with video content aligned alongside key featured stories. Independent News and Media overseas titles may also form part of the partnership in future.

A progression from Red Bull's respected F1 magazine (distinguished as "The Red Bulletin - An Almost Independent F1 Magazine"); The Red Bulletin will be published collaboratively by full-time Red Bulletin editorial teams in London and Vienna.

Content of the 100-page magazine will reflect the brand's heritage and a front section, "Bullevard", will showcase forthcoming events and happenings, plus regulars such as "Me & My Body" (an athlete explains how their body works for them).

Another section, "Heroes", focuses on the people associated with Red Bull and those who have inspired them. It includes "Hero's Hero", "Pioneers" and in-depth profiles. Incredible imagery from international events, as well as various Red Bull event properties, will feature throughout each issue.

Norman Howell, Publisher and Editor-In-Chief of The Red Bulletin, comments: "The success of the F1 Red Bulletin, which quickly became a collectors' item in the demanding world of motorsport, has encouraged us to spread our wings and offer the UK public a lively magazine in which the highest standards of written and visual journalism will marry with the fun and energy that have become Red Bull's signature style.

"The Red Bulletin will provide us with a platform to share some of the incredible events, sports, people, music and cultural projects that the Red Bull brand is currently involved with worldwide."

Red Bull boss Dietrich Mateschitz adds: "Our idea to showcase the world of Red Bull in an intelligent, witty and tongue-in-cheek style has proven so successful in Austria that the timing is now right to take the development of the project a step further."

This week, the company also gave a number of tips to retailers who want to boost soft drinks sales at Christmas.

The Red Bulletin's partnership with The Independent was formed because of their shared consumer approach, audience profile and innovative spirit.

Daryl Fielding, Commercial Director of The Independent, comments: "We are really excited about The Red Bulletin project and view it as a mutually beneficial partnership on many levels.

"We provide Red Bull with a ready-made, engaged and life-hungry audience, while Red Bull gives our readers added value, with a premium, glossy, high-quality publication."

Principally targeted at men, The Red Bulletin also neatly fills the void for a premium glossy weekend supplement specifically focusing on the male market.

Source: Red Bull