BRANDING SPACE
Sender
A newly created Swedish travel agent for commercial space travel.
Background
One-fifth of the world's population followed the historic moon landing in 1969. The first person in the history of the world took “one small step for man” on the moon. Now, just over 40 years later, the door is open to the first space tourists. An entirely new travel destination, bounded only by our own lack of imagination.
Far up north in Kiruna, Spaceport Sweden has created a position as one of the world's most attractive “airports” for space tourists from all corners of the world. All airlines with capacity for commercial space travel are welcome to use Spaceport Sweden as their spaceport. A first agreement is already in place with the current top space airline – Virgin Galactic.
Several companies want to take up the fight with Virgin Galactic, whose strength incudes skillful marketing communications, and win the potential European space tourists. This year's application assignments to the Berghs School of Communication are based on a fictitious new Swedish Space travel agent that wants to join the space race and get an early market share. And they want you as their communications advisor!
Objective
It’s time to brand space! The new Swedish travel agent understands that the next couple of years are mostly about winning the communications battle and ending up “top of mind” – one of the first to be directly connected to space tourism – among future space tourists.
Objectives
- To achieve top of mind within one year, among those who actively sought information on space tourism.
- To be perceived as the natural choice of operator within one year, among European space tourists who plan on using Spaceport Sweden for takeoff and landing.
- To have booked 500 travelers within three years.
Target group
Space tourists are an entirely new target group, one probably not limited by age, sex or residence. This group has a huge interest in unique experiences and would be willing to spend (through loans, sponsorships or own savings) what would amount to several years of vacations in the sun on one single vacation on the moon; a love of adventure and good health are factors likely to bind the group together.
Competitors
Most importantly, Virgin Galactic, but others including:
Incredible Adventures
Space Adventures
Atlas Aerospace
Big Sky Adventures
SpaceTopia
Voentour M
The assignment
Depending on the educational program you are applying for, you will be asked to accept various challenges related to the launch of the new Swedish travel agent and the strengthening of its communications. And don't forget – only a handful of people have been in space, even if many would have liked to go there. So let your ideas be just as crazy and magnificent, but also as insightful and as feasible as this challenge permits. Claim your share of space before someone else does!
Assignment for Berghs Bachelor
Chose one of the following three tasks. If you are applying for a Bachelor of Design we recommend you do assignment 3, as well as submitting a personal portfolio.
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Give the new travel agency a suitable name and describe your thought process and research. We would like to see approximately between half a page and one page of text.
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2. Describe how the travel agency should work to get attention in social media (for example blogs, facebook, twitter etc). What should they talk about and which platforms/channels do you think they should chose? We would like to see approximately between half a page and one page of text.
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Design a logotype for the travel agency and present it to us visually, using graphic design and/or hand drawings. Please explain your thought process and your choice of color/colors, font and (if any) symbol.
Download:
Application assignments 2012 - Berghs Bachelor
When, where and who?
Apply on May 8th at the latest. Deadline for Berghs scholarship: April 3 2012. The semester starts on August 13 2012. Please contact Rebecka Leo, study and career advisor, if you have questions or follow Berghs on Twitter and Facebook.