Outer space news and information site Space.com on Tuesday launched its first
television advertising campaign — which positions the site as a place to
find fun, excitement, and knowledge.
The campaign, created by Wolf Group New
York, will begin airing this week, with supporting ads in print and
online. The media plan reflects Space.com’s relationship with NBC, which
took an equity stake in the firm in March. The deal called for NBC to trade
advertising, promotion, and cash for a piece of the start-up.
The ads will appear on programs like the NBC Nightly News, The Tonight Show
with Jay Leno, The Late Night Show with Conan O’Brien, and Saturday Night
Live. The spots will also air on NBC owned and operated television stations
in Washington DC and the New York Metro area, and NBC cable stations
The first commercial shows astronauts dancing with joy on the surface of
the moon, and ends with the message, “See How Much Fun Space Can Be.” The
second, paints space travel as extremely uncomfortable — with a
temperature of -250 degrees, an atmosphere of zero percent oxygen, and a
spacesuit provided by the lowest bidder — and tells the audience that,
“There is an Easier Way to Visit Space — Space.com.”
Print ads will appear in National Geographic, Popular
Science, Discover, Sky & Telescope, The Washington
Post, The New York Times, the Los Angeles Times and the
San Francisco Chronicle, as well as several college newspapers.