Events like these support the brand ethos and contribute to the Red Bull experience. They are based on a belief that mass awareness can be achieved without requiring big budgets. In fact, the large-scale activities, such as the Formula 1 team that is owned by Red Bull, are not the cornerstone of its promotional strategy. These activities are focused on building talent and pushing the sport to new levels through innovation. However, the emphasis is on local activities that can have a big impact and create interesting media coverage. These have the advantage that the company can quickly and inexpensively change anything that is not working. it can repeat or develop ideas that work and seem to have good public appeal. The programme is managed through an annual activity plan, which is based on a three-year overview of promotional work.