Adrenaline on the waters – An example of USAID Private Sector Engagement (PSE) in action
USAID Turizam and Red Bull have teamed up to promote Bosnia and Herzegovina as an exceptional kayaking destination. The “Kayaking Wonderland” campaign showcases the country’s scenic rivers and lakes, immersive rural and culinary experiences, and unforgettable kayaking adventures. The aim is to attract kayaking enthusiasts and professionals worldwide to explore Bosnia and Herzegovina’s stunning waterways. The campaign features a 100 km long kayaking expedition with world-renowned professionals Peter Kauzer and Darko Savić.
The Red Bull PSE Concoction
USAID Turizam partnered with Red Bull to film Bosnia and Herzegovina’s kayaking options on various rivers, and in the meantime promote the country’s beauty and propel its image as an adrenaline destination. Millions of US dollars in ad equivalency and value are expected to be generated from the free advertising Bosnia and Herzegovina will receive on international Red Bull channels, and millions of impressions will be secured on its social media and those of partners, local and international.
More on Red Bull Partnership
USAID Turizam partnered with Red Bull to promote the country’s amazing and untapped kayaking potential in the international marketplace. For this, Red Bull gathered a 12-person production team that included two world-class kayakers to develop written and visual content showcasing some of the best kayaking routes the country has to offer along 100 km of rivers and lakes. Peter Kauzer, the number one kayaking professional in the world from Slovenia, and Darko Savić from Bosnia and Herzegovina, also considered amongst the top professional kayakers in the world, took this adventure and connected the River Una and BiH’s seaside.
During a 7-day production sprint, the Red Bull team managed to produce astonishing content on the destination that they have started to market and promote on their channels with the aim to also publish on affiliate networks over the coming period, as well as the potential pick up by other sports channels. Red Bull covered the entire cost of production, including kayakers’ fees. USAID Turizam covered only the cost of hospitality for the production team and facilitated local community engagement, even suggested some sites for the production.
Importance of partnership
The collaboration between USAID Turizam and Red Bull had multiple objectives. The first goal was to increase global recognition of Bosnia and Herzegovina’s brand. Furthermore, the collaboration aimed to strengthen Red Bull’s reputation as a pioneer in creating exciting sports-related content. Furthermore, it aimed to increase Bosnia and Herzegovina’s visibility and competitiveness as a one-of-a-kind destination for adventure and sports tourism. The collaboration was also intended to promote the growth of Bosnia and Herzegovina’s energy and adventure tourism sectors, as well as the country’s economic development. Finally, the partnership placed a strong emphasis on promoting safe and environmentally responsible adventure and sports tourism in order to positively impact both Bosnia and Herzegovina’s economy and environment.
See USAID Turizam logo dips and rises in waterfalls and rivers as waters splash all over the co-branded Kayak with Red Bull at: Kayaking Wonderland: Darko Savić i Peter Kauzer BiH (redbull.com)
