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 Interactive Communication
The travel company aim to create a tool to facilitate planning & preparations for potential and existing customers.
1. Develop a digital service:
1a) (Digital Directors) Present an overview for how the target group today consume digital medias and show 5 examples on how a digital service can add value for a potential customer
1b) (Digital Creatives) Develop a concept for the service and visualize the solution.
2. Market the service:
2a) (Digital Directors) Develop a launch plan for the service, using digital medias as the starting point.
2b) (Digital Creatives) Develop a launch concept for the service that gets talked about in social medias.
3. Retail:
Explain the potential consumer journey for someone visiting the physical store: how can the service and digital medias add value to the customer experience?
Download:
Application assignments 2012 - Interactive Communication
When, where and who?
Apply before May 25th. 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.