News: March 2014 Archives

Marketing the Moon: How NASA Sold Space to Earth, Brain Pickings

"One year after the surprise launch of Sputnik, the National Aeronautics and Space Administration (NASA) was founded. The U.S. space program was determined to be markedly different from the Soviets -- it would be an "open program" in which facts and data would flow freely between the agency and the public using an extensive public relations program, explain authors David Meerman Scott and Richard Jurek in Marketing the Moon: The Selling of the Apollo Lunar Program (public library). It was a radical proposition: NASA, not the military, would release information and information would be released before, not after, a mission -- an antithesis to the typical military strategy of confidentially. Tragedy would be reported alongside success."

Inspiration Mars Sets Sights on Venus/Mars Flyby in 2021, Dennis Tito, opinion, SpaceNews

"Today, the IMF remains fully committed to its vision to help provide America with a viable, challenging and inspirational mission to Mars as a way to help accelerate our nation's plans for space exploration. However, given the extensive use of NASA assets that are already funded and under development, the strategy to pursue the mission opportunity in 2021 would clearly be the purview of the Congress, the Obama administration and NASA."

Keith's note: Tito's op ed is, at a minimum, disingenuous. Actually it is outright deceptive. This is bait and switch, plain and simple. As if no one would notice. Tito seems to want everyone to think that his original wholly-private funded Falcon-9 based plan for 2017 is somehow just a different flavor of his new 2021 SLS/Orion-based, NASA-funded plan. Ho hum. All that needs to be done is change the computer graphics, write some op eds, update the calendar app on your smartphones, and off we go to Mars. He says that it's all "Inspirational" so who cares, right?

Mr. Tito is asking NASA, Congress, and the White House to find billions of dollars on top of a budget that is going to be flat for the next few years, and launch the very first SLS/Orion mission on a trip to Mars with zero chance of return should anything go wrong. ANYTHING. Even the gutsy Apollo 8 had precursor shakeout flights of its launch vehicle and main spacecraft systems. No advisory committee has called for this mission.

And unless these extra billions are found the ISS will need to be abandoned by the U.S. There is simply no money to do both under the budget that everyone in Washington seems to want NASA to have. By going from the laudable notion of a privately-funded mission to one paid for by tax dollars Inspiration Mars is now simply an advertisement for more SLS funding. No "inspiration" there.

Tito just wants us all to do it as part of his legacy and he wants the rest of us to foot the bill. Has he disclosed how much of his own millions he will commit?

The 5 best real-time marketing moments of the Oscars, Digiday

"3. NASA's real-life gravity tweets "Gravity" was awarded a handful of Oscars, and no brand was a bigger cheerleader than NASA. The space agency spent the night cleverly tweeting out real facts and cool images relating to gravity using the hashtag #RealGravity -- totally on-brand for NASA. The tweets generated a good amount of engagement, like this tweet which got more than 8,100 retweets and more than 3,900 favorites."

NASA Uses Gravity Oscar Wins for Promo Opp, Media Bistro

"While the film didn't win Best Picture, it did score seven statues--andNASA took the opportunity to show us once again why it rules social. The team clearly predicted at least one win for Cuaron's space odyssey, using the hashtag #RealGravity to remind the public once again that it does some pretty cool stuff out there in space with another set of impressive images."

NASA releases 'Gravity'-inspired photo set ahead of the Oscars , Marketing Gum

"Just in time for the Academy Awards, NASA's Goddard Space Flight Center has released a new photo set inspired by Gravity. The movie makes heavy use of computer-generated imagery, but NASA's photos show space as it really looks to the astronauts lucky enough to leave the earth's orbit. Using photos taken over the last several years, "NASA's Real-Life Images from Space" showcases astronauts, space shuttles, and some jaw-dropping views of earth. It should..."

Forget the Oscar-winning film - Nasa's real-life Gravity images of Earth, shuttles and astronauts will take your breath away, Computer Magazine

"Nasa has just outdone Hollywood by releasing these mind-blowing real life 'Gravity' images revealing incredible scenes of Earth, astronauts and space shuttles."

The 2014 Oscars Social Media Highlights, Business2community

"- Social media favors Gravity. With the film picking up a good tally of awards especially for its cinematography which is literally out of this world.
- To help out, Nasa joined in with #Gravity to share a selection of #RealGravity images taken from Space that are simply breathtaking, such as this one below."

NASA's Real 'Gravity' Photos Will Blow You Away, Mashable

"NASA sure knows how to capture the endless beauty of real space. And on Sunday, the space agency decided to connect some of that epic reality with one of the films nominated for this year's Academy Awards. Hours before the ceremony, NASA tweeted out a couple of its #RealGravity images from life in space, as a way of helping the public connect its real work with the fictional images portrayed in the Oscar-nominated film, Gravity."



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