Marketing Review - Spring 2008 - (Page A12)

P U B L I C R E L AT I O N S BESTOF SHOW Zero Gravity Corporation>Stephen Hawking's Zero-Gravity Weightless Flight Client Team: Zero Gravity Corporation>Noah McMahon CHIEF MARKETING OFFICER Agency Team: M. Silver Associates Inc.>Rosalie M. Hagel EXECUTIVE VICE PRESIDENT; Lourdes Diaz VICE PRESIDENT; Jennifer Herrera ACCOUNT EXECUTIVE ZERO GRAVITY CORPORATION SITUATION:Following the 2004 launch of Zero Gravity Corporation’s weightless flight experience in Florida, the company had established a strong following among space enthusiasts and thrill seekers as the space tourism industry continued to grow. With plans to redesign its aircraft to accommodate more passengers, and launch service operations in Las Vegas, the company looked to broaden its customer base to support its growth plans. However, concerns and misperceptions persisted among consumers-at-large that the experience had risks and was most fitting for those with a keen interest in space. To counter that, Stephen Hawking to go weightless in April Zero-gravity airplane flight could set the stage for space trip to come Stephen Hawking Plans Prelude to the Ride of His Life Zero Gravity Corporation staged a historic flight with Professor Stephen J. Hawking, an internationally-known astrophysicist renowned for his significant contributions to science and the nature of gravity despite a near life-long battle with ALS that resigned him to a wheelchair and the use of a computer as his only method of verbal communication. OBJECTIVE: >Promote Zero Gravity Corporation’s ZERO-G Weightless Flights as a safe and once-in-a-lifetime experience for all to support its planned expansion. >Carefully manage a strategic media plan that maximized all pre-, day-of and post opportunities, considering the limitations: lack of direct and limited access to Professor Hawking; press not permitted on the actual flight; sensitivities and health-related limitations of Professor Hawking and the uncertainty of his condition, health and welfare following the flight; extremely tight restrictions imposed by the FAA, TSA, NASA and the Kennedy Space Center, the host site for the flight. All scheduled flights were sold out, with additional flights added to meet demand. A-12 HSMAI ADRIAN AWARDS COMPETITION

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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