Campaign Highlights

Broadcast placements:

  • CNBC (live on Squawk on the Street), BBC (two interviews, one of them live), Fox Business Network (live with Neil Cavuto), CNN International, Sky News (live), Spectrum News National, Cheddar TV, KTLA-TV (Los Angeles), WGN-TV (Chicago).
  • Total Broadcast Placements: 29
  • Total Broadcast Audience: 15,055,760

Online placements

  • Number of placements: 10
  • Total UVM: 256,163,130

Video MAT Release

  • Total placements: 975
  • Total Markets: 170
  • Total UVM: 104,103,060

Overview

Launching a rocket into space loaded with a payload of NASA satellites is always fraught with peril, but when a global pandemic strikes it makes it a herculean task!

An international satellite launch service company approached 4media group to design and execute a media relations campaign showcasing the company’s groundbreaking approach to getting a rocket into space and deploying satellites into orbit, launching from under the wing of a 747 at 30,000 feet. This mission was of particular importance to the client because if all went well, it would serve as their first complete launch success and be proof of concept for potential clients all over the world.

Challenge

4media group was tasked with attaining high level media placements on national business networks in the United States and United Kingdom, as well as securing interviews within the top 20 DMA’s in the U.S. using media relations tactics.  The most frightening challenge to this project is that aerospace launches are often scrubbed at the last minute for a multitude of reasons. That worst fear became reality not once, but twice, meaning that in the end the media team had to re-book this project three times.

Solution

4media group crafted a multi-pronged approach to attract both national business TV networks in the U.S. and UK, as well as major market local TV in the U.S. For major market local TV, the company created a fun and inspiring pitch that highlighted the fact that the organization was breaking ground by having the captain of their mission be a woman. For business networks, 4media group utilized the company’s CEO, who was able to discuss the economic and strategic advantages of launching rockets into space off the wing of a 747 jet. Lastly, the client used 4media group’s News Data Network as a landing page for their assets, a one-stop shop for the media to see releases, hi-resolution pictures and videos.

Adhering to strict Covid-19 protocols 4media group executed a Zoom-Zoom campaign. This meant juggling schedules and coordinating between multiple times zones not only for media outlets but for the three spokespeople, who were located in the Pacific, Mountain, and British Virgin Island time zones.

Outcome

The use of media relations and multiple other tactics and spokespeople allowed this high profile company to celebrate their first successful payload deployment into orbit and share that achievement with the largest possible audience.