Case Study: Space Adventures
Situational Analysis
As a space-based tourism company, Space Adventures was faced with a unique set of business challenges that extended to its communications campaign. How to build credibility to ensure confidence in the company and its unique tours, and how to reach those that had the means ($20 million was the going rate) and the desire (six months of training were required) to visit the final frontier?
Objectives
- Create a brand identity for Space Adventures to ensure the company was highly recognizable and highly credible.
- Secure the sale of two tourist seats per year aboard a Space Adventures flight via a creative and comprehensive public relations campaign.
Target Audience Analysis
After indentifying the target audience consisting of the financial elite, Crosby~Volmer took the steps to understand what motivated people who could literally go anywhere and do anything with just one overreaching question in mind: How do you convince someone that a trip that was once limited to select military personnel, was now open (and safe) for just about anyone? The target audience was a very-well defined group, but with discriminating tastes, effectively reaching that audience and establishing trust was vital.
Strategy
Crosby~Volmer and Space Adventures would build brand awareness through an aggressive media campaign, emphasizing placement in highly respected outlets to establish credibility in the consumer market and then reach out to the target audience through a highly targeted outreach campaign, including hosting exclusive events across the world.
Execution
Through a media launch event held at the Explorers Club, home of the most highly respected and recognized international association of explorers, Crosby~Volmer immediately established the Space Adventures brand in over 100 media outlets. Further media outreach by Crosby~Volmer resulted in media placements with some of the most respected outlets in the world, including CNN, The Today Show, the BBC, The New York Times, The Wall Street Journal and the Associated Press. The exclusive events allowed Space Adventures to meet the small group of people who would become its first customers and establish the type of personal relationship upon which all successful business relationships are founded.
Results
As a result of an aggressive and creative campaign, Crosby~Volmer was able to produce significant results for Space Adventures. Over two billion media impressions were achieved for a relatively unfamiliar company over a 12 month period and Space Adventures made history when it sent the first civilian astronaut into space.
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