Commissioned by the Dubai Tourist Board, Fusion Media was tasked with promoting Kriss Kyle’s epic BMX film to national and international media. Through working as Red Bull’s PR agency, Fusion have first-hand experience in using sport and active lifestyles to put destinations on the map.

In an edit released by Red Bull, Kriss Kyle turned the unique architecture of Dubai into a giant park. Kriss jumps from a helicopter, 1000ft off the ground onto a helipad on top of the hotel, and then makes his way throughout Dubai, flying down waterslides, flipping through grounds of the Burj Khalifa and finally hopping onto a boat as he leaves the city behind. Fusion were tasked with launching the edit to UK media, with the aim of securing a diverse range of high-quality media coverage.

Fusion created a buzz around Kyle, Red Bull, and Dubai, giving this epic film the coverage it deserved. The brief was to communicate the key messages of the Dubai Tourist Board in the media and this was achieved, resulting in big hits in 10 mainstream titles, including the MailOnline, CNN, BBC and Highsnobiety, and 19 specialist titles.