Marketing Review - Spring 2008 - (Page A13)

A Long-Awaited Taste of Outer Space Stephen Hawking Takes a Bouyant Ride on a Zero-Gravity Flight RESULTS: >All scheduled flights were sold out, with additional flights added to meet demand. >Placements included 400+ stories and 32.5+ million impressions for the March 1 announcement; 206.5+ million impressions and 1,500+ placements for an advertising equivalent of $2.8+ million for the April 26 flight. >Broadcast: 1,000 hits including NBC Nightly News, The Today Show, MSNBC, Good Morning America, CBS Early Show, Fox News Channel, CNN. On MSNBC’s Countdown with Keith Olberman it was the #2 story of the day; mention in the Late Night Jimmy Kimmel Live monologue. >Print: The New York Times’ Sunday Week in Review and front page stories in 14 newspapers including The Washington Post and London Daily Telegraph. >Online: 2,000+ stories including home pages on MSN, AOL, USA Today, The Washington Post; among top 10 Google’d subjects of the day; 1,000+ viewings of video package on YouTube. STRATEGY: >Announce the flight two months prior and secure a national newspaper exclusive with The New York Times. >Leverage the test flight, which allowed for only two media seats, and secure a national network exclusive with NBC. >Arrange pre-flight interviews with Hawking and AP, NBC, Reuters Television/BBC and CNN. >Stage pre-flight and post-flight press briefings with Zero Gravity Corporation’s Peter Diamandis and Hawking, who delivered remarks via his computer. >Arrange photo ops of Hawking boarding the aircraft, flight take-off and landing. >Prepare media messaging that set clear expectations for success: the completion of one (zero gravity) parabola. >Provide pool video and photography from the Hawking flight. >Disseminate a multi-media package with photography and video, as well as a second satellite feed following the flight. ‘Space, here I come’ 2,000+ stories appeared online, including home pages on MSN and AOL… it was among the top 10 Google’d subjects of the day. HSMAI ADRIAN AWARDS COMPETITION A-13

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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