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The Brief

In late 2015 European Space Agency came to us to develop a campaign to launch their new antenna at their Western Australian space station in New Norcia. The antenna assists with international space missions including BepiColombo, Europe’s mission to Mercury and ExoMars, the search for life on the Red Planet.

Space science offers amazing media potential and our team were enthusiastic about generating excitement in the community. The team was also keen to experiment with creating a social media meet-up in New Norcia.


The Challenge

Our role was to provide our international client the opportunity to develop relationships with Australian government representatives at all levels, key science influencers and the local community. These relationships are key to ongoing development and protection of their assets in Australia.

The pressure points were that the Deep Space Ground Station is situated in New Norcia, 200km north of Perth. We had just a month to contact key stakeholders, design an event and ensure media coverage. What’s more the region was suffering its hottest temperatures in decades.


The Approach

To meet their needs, we developed and implemented a media campaign to ensure the announcement generated maximum reach and awareness in Western Australia with key influencers, as well as the general public.

Supporting this was an event for around 100 people in New Norcia. We engaged the local monastic community to officially ‘bless’ the dish and guests were offered a unique BBQ experience at the monastic town. The event was scheduled for a 40 degree day so ensuring sun safety for our guests was critical.

We also provided localised recommendations for the first ever ‘Social Space’ event outside of Europe – a social media meet-up (or tweet-up) designed to bring together likeminded, self-confessed space obsessed folks to experience an ‘up close and personal’ view of the space station, as well as a range of activities such as expert lectures and stargazing.


The Results

  • 11 pieces of coverage in target publications including Today Tonight, Channel 10, ABC AM Radio, ABC Online and The West Australian
  • More than 100 guests (including media) attended the inauguration in New Norcia
  • More than 210,000 people were reached through Twitter with more than 475,000 impressions surrounding the #SocialSpaceWA activity

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