The Challenge

SOCIETY was tasked with handling the national and international PR for Equatorial Launch Australia (ELA) as it prepared to launch three rockets with NASA from the Arnhem Space Centre in the Northern Territory. These launches were the first commercial space launches from Australia in 25 years and a significant milestone in both ELA’s business and the Australian space industry.

The Solution

Prior to the first launch, SOCIETY embarked on a thorough press office, building connections with industry publications and national media, as well as working with Government agencies to coordinate the announcement of the launch date and in the lead up to the launches themselves. SOCIETY handled everything from a livestream for the launch, a VIP event on the night, 24/7 press office over the launch and liaisons with the Prime Minister’s office for the announcement of the launch date.

The Response

For the three launches, SOCIETY achieved over 5,500 pieces of coverage with a reach of over 360 million. This included every newswire and national coverage from the Washington Post and CNN. Using a local videography team and remote asset management, SOCIETY worked with journalists overnight following the launch to line up packages for all major morning broadcast news bulletins, featuring brand mentions, spokesperson interviews and visual assets.