Challenge
The US company LeoLabs is building a network of phased array radars around the world in order to deliver unmatched coverage of low Earth orbit (LEO). The network offers real-time tracking and powerful insights on objects in space – such as satellites and space debris – in an effort to prevent collisions. Companies and governments rely on LeoLabs to safely innovate and execute a wide array of operations in space.
We were given the opportunity to create awareness for LeoLabs’ first European radar, the Azores Space Radar, which was officially commissioned on June 7, 2023. A team of our partners in France (Gen-G) and Portugal (Canela), headed by our German partner agency Adel & Link, was tasked with communicating the radar opening in their markets. This included inviting press contacts, organising interviews with LeoLabs spokespeople and generating awareness for LeoLabs and its mission.
Approach
We scheduled in-person and virtual interviews and managed to organise the attendance of a TV crew from Portugal at the inaugural event. The conditions on the opening day were more than challenging due to bad weather. Nevertheless, we secured a range of interviews due to our proactive pitching. As the lead agency, Adel & Link was in continuous, direct exchange with LeoLabs’ US-based team. Adel & Link sourced input from each agency and created joint documents for planning, media briefings, interview organisation with LeoLabs spokespeople. The agencies were in direct contact withLeoLabs’ communications lead to address any questions and provide market updates.
Impact
During the three-month project with LeoLabs, the agencies generated a total of 42 clippings. Highlights included a feature aired by leading Portuguese TV channel SIC, an interview with AFP in France – which was picked up by a great number of French media – and a piece in the German business magazine WirtschaftsWoche.
