The crazy Road Trip from Dalsland to
Salzburg to reach Red Bull´s founder
Dietrich Mateschitz...
Will we make it?
Project "Team Dalsland"
Background
The idea to build a multi-purpose arena in Bäckefors, which attracts both people
and businesses to Dalsland, was born back in 2002 by a group of local enthusiasts.
More than a race track
The founders saw the multi-purpose arena Dalsands Ring as an opportunity, not only
to build Europe's greenest race track but also a chance to put Dalsland on the map
standing host to all sorts of big events such as horse shows, fairs, concerts, car
shows and more.
"Show me the money"
Sooner said than done – an EU project on the future of Dalsland led to the
formation of Dalsland Rings economic union. Today, the association consists of
over 1900 shareholders who all see the great potential of Dalsland Ring.
What’s lacking now is financiers of the actual construction.
Catch Dietrich attention in 40 seconds
In the search for potential sponsors it didn’t take the Board to long before they
thought about Red Bull, known to be a big sponsor of motorsports as the company
founder and largest shareholder loves the genre. The fact that the Dalsland landscape weapon consists of a red bull didn’t make things worse.
Sometimes coincidence is not accidental!
To be sure of reaching Red Bulls founder, Dietrich Mateschitz, the Board understood
that it required something special. The first idea was to send him an exclusive parchment, containing a selling text that would be so captivating Dietrich just had to be in on
the project. The parchment was to be sent to him by UPS and delivered personally to
Dietrich summer accommodation in Austria. When the Board contacted us – ad agency
Bozzanova and copywriter Fia Erixon – to solve the creative piece of the parchment they
received this reply:
“This story is too good and this project is too important not
make something much, much bigger out of it!”
The project in brief
When Bozzanova sat down with Fia Erixon and began to brainstorm it did not take
many minutes before we came to the conclusion that this story has a huge potential.
And instead of a simple UPS, we should beat on the big drum and put together a
“Team Dalsland” and make a crowd-pleasing and pr-friendly roadtrip down to Austria
to hand over the parchment to Dietrich ourselves!
Massive spread through social media
Guerrilla marketing is a popular and cost effective way to market yourself. It usually
involves the use of odd methods, social media and other non-traditional channels
to reach your target audience: in our case, Dietrich Mateschitz, but also other
potential funders/sponsors. The idea is that our “guerilla campaign”, in addition to
seeing our primary target, also will get a lot of attention and thus generate
invaluable advertising and PR for both Dalsland and Dalslands Ring.
Racing girls and a photographer
Team Dalsland, who will perform the actual trip down to Austria, will consist of
two “racing girls”, two representatives from Dalslands Ring and a photographer to
document the whole trip. Via Facebook and a website you will be able to follow the
team during the trip.
Follow the trip on our website and
Facebookpage:
www.teamdalsland.nu
www.facebook.se/TeamDalsland
For questions about the project,
please contact us!
Projectmanager for Team Dalsland
Johanna Hansson
+46521-186 20
+4676 777 99 12
Chairman for Dalslands Ring
Peter Jacobsson
+4670 313 96 01
Team Dalsland is fully funded by sponsors. This is our main sponsors and major sponsors. All other sponsors
are featured on our website. This trip would not be possible without these companies support.
BMI-Montage AB