Saudi Space Agency
Mercury was selected as the lead global hub PR agency to support the Saudi Space Agency and to raise mass awareness of its involvement in the Ax-2 mission. Mercury’s role was to represent the two Saudi astronauts including the first Arab female astronaut to fly into space. Ultimately enhancing Saudi’s global position within the field of space exploration and underlining its service to humanity, whilst also inspiring younger children, especially girls, to follow STEM careers.
Impact
- The campaign was a huge success with over 954 pieces of standout coverage secured in top tier titles such BBC, Sky News, AP, Space.com, Reuters, France 2, Luce to name a few; and with a combined reach of over 6.8 billion people
- Secured 31 interviews, supporting the profiling of the astronauts and senior experts within SSA
- 389,356 views and hits of the PRNews wires across six countries
Approach
We partnered with agencies to oversee seven countries across key markets including US, China and Europe to raise mass awareness of the historic moment when two Saudi astronauts travelled to the ISS to conduct 14 pioneering scientific experiments. We delivered a robust and strategic Global PR programme which included: a paid for newswire outreach for mass awareness, a dedicated and proactive press office with targeted press releases and interviews with key spokespeople as well as the astronauts themselves.
