Brief: Create a campaign to promote the Spaceport Cornwall launch. To get SME's to show interest and buy capacity on the Virgin Orbit. As well as get Cornish locals and town councils onboard with the project.
Solution - 'A space for everyone'.
A series of print ads, illustrating Cornish industry locals in space. All these industries could really benefit from sending technology such as satellites up into space.
The print ads will appear in:
- Trade magazines
- Social media posts & ads
- 'The humans of space'
- Billboards
A rather unique direction we want to take the print ads in, is to produce a 'Human of outer space' book. This idea has been inspired by the 'Humans of New York' series. The book will feature all of the print ads from this campaign and will include an interview with the people featured, as well as an insight into the industry they work in and how the spaceport programme would benefit them.
Another execution we're going to carry out, is through the means of direct mail. Our plan is to send out net origami satellites, for companies to build their own satellite. The net is made out of card, and you simply fold together to create a small satellite. Once built, the consumer will see a QR code on the satellite. Once scanned it will take you to the Spaceport Cornwall website, where the consumer will be informed further about the launch program. There will also be a card with the satellite net explaining what Spaceport Cornwall are trying to achieve in order to engage the attention of the business consumer.
The next execution we want to do, is through the use of social media. With the current social media platforms for Spaceport Cornwall looking rather dry, we hope to relaunch their platforms and gain a significant following. We hope to do this through the hashtag #aspaceforeveryone. We want to gain a following of 10k by the end of 2019 on the Twitter platform, that will be 6,472 from the current figure. We hope that consumers, as well as locals will the engage with the hashtag and the journey of the historic space launch from the UK. We hope to bring the hashtag over to Facebook and Instagram by the Summer of 2019, but until then our prime focus is on the Twitter account
Another way we want to inform businesses about the Spaceport Cornwall program with Virgin orbit, is through a radio interview. We want the insiders of the Spaceport program to be interviewed on Radio 4 about the launch. Informing the listeners (typically those who fit into our target market) to be informed and persuaded to take part.
Our fifth and final execution in response to Spaceport Cornwall brief is to create a series instillations. We are going to create 3 sculpture instillations made out of materials from industries that will be benefit from the Virgin orbit scheme. These instillations will be put on display at points of interest across Cornwall. At the entrance of Heathrow airport, you will see an aircraft on the roundabout. We want to place one of the installations at the entrance of Newquay airport, so everyone who fly in and out of the airport are aware of what's going on. This is also a great place, due to the fact a lot of business men & women will be using the airport and will see the sculpture. Other places of interest for the instillations will include the Eden Project and Truro cathedral. The first sculpture will be made out fishing resources, including ropes, a lobster cage and sailing buoy. This all ties into the concept that the fishing industry will be well benefitted from the scheme. The second instillation will be made out of mining coal, reflecting the use in the mining community, and the final sculpture will be made out of CCTV cameras linking to the surveillance initiative.
In partnership with Lucy Muggleton